Making a huge business success of a brand refresh
Life Science | Branding + Identity | Schweiz | DE
Jenoptik AG is a market leading company, with a listing on the German stock exchange, headquartered in Jena, in the eastern part of Germany. Jenoptik AG has strong origins rooted in the optical business.
Branding & identity
UP was asked in November 2017 to take Jenoptik through our in depth and comprehensive process to develop a new corporate culture and brand identity.
A new leadership team at Jenoptik had developed a bold new strategy, focusing on the photonics business. Our job at UP was to develop an equally bold new brand, cultural and communications platform that would work across multiple business areas as well as different geographic regions.
We developed a bold new look, created a fresh, new subsidiary brand, and relaunched Jenoptik itself with a series of lively and educational presentations, delivered to staff and stakeholders at locations across the globe.
Beginning in February 2018, UP conducted an extensive brand audit, surveying opinions both externally, to understand the company from the customers’ perspective; and internally, to find out what key staff members thought.
We considered the views of hundreds of people and immersed ourselves in Jenoptik’s culture and activities.
Altogether, the audit, the creation of the new identity and the development of the subsidiary Vincorion brand took nearly a year.
Julian Stubbs, CEO of UP THERE, EVERYWHERE
Robert England, PhD, Head of Life Sciences, UP THERE, EVERYWHERE
The following film covers Jenoptik's bold new business strategy, newly-clarified values and refreshed brand identity. All of this is then encapsulated in the company's tag line: More Light.
We produce a brand manual for every client: a set of guidelines for maintaining consistency throughout visual material and literature. The book covers every aspect of the brand style and also its positioning and core values. It gives precise details of the logotype, the typography and the color palette, and it includes templates for the creation of printed and online imagery. Here are a few pages from the Jenoptik brand book.
During our brand audit, the field of photonics emerged as the clear thread throughout Jenoptik’s core businesses. Part of our work was to take the one division that didn’t work in photonics – a Jenoptik subsidiary in Hamburg – and rename and rebrand it, creating a new brand called VINCORION, which operates in the areas of defence, aviation and railway industry.
Dr. Stefan Traeger is President and CEO of Jenoptik AG. UP worked closely with Dr. Traeger and his team throughout the process.