Martin et Karczinski renews Ivoclar brand identity

The Ivoclar Group, active in the field of dental technology, wants its new image to signal the dawn of a modern and more customer-oriented age. The appearance was developed by the agency Martin et Karczinski, which describes itself as a "holistic brand consultancy for strategy, design and transformation". The company aims to combine brand strategy with high design standards and, according to its own statements, understands identity as the most effective tool for value-based, normative corporate management. To this end, Martin et Karczsinski has developed the "be.yond" method, which harmonizes the dimensions of content, form and attitude and generates maximum impact for the company and the brand. This method is also offered as a university course with a certificate. "With our long-standing tradition, our pioneering achievements and our constant innovation, we can draw on a strong corporate brand as a foundation," explains Diego Gabathuler, CEO of the Ivoclar Group. "For us, this is not just about adapting our logo a little. Rather, the new corporate identity with its clear, reduced and focused visual language represents everything that our brand understanding stands for." A lifestyle-oriented, emotional visual language that puts people in the foreground was the focus, he says. The most striking feature is the reduction of the brand name to its essential component: "Ivoclar Vivadent" becomes "Ivoclar". Even here, the consistent focus on the customer is evident, as many of Ivoclar's business partners have long since dispensed with the addition of the word "Vivadent" in their daily language. "The Ivoclar brand design combines the human-centered approach with the innovative high-tech approach of Ivoclar" said Thomas Wolfram, Creative Director of Martin et Karczinski in Zurich. "I am convinced that this will make Ivoclar the brightest star in the dental applications industry." Headquartered in Schaan, Liechtenstein, the Ivoclar Group is one of the world's leading providers of integrated solutions for high-quality dental applications. With 47 subsidiaries and branch offices, the group supplies products to around 130 countries and employs around 3,500 people worldwide.