Heads: Brand identity full of joie de vivre for Tertianum
The premium provider of senior living Tertianum manages almost 100 residences, residential and care centers. Heads Corporate Branding developed the new brand identity for the group. The new brand claim "Space for joie de vivre" is derived directly from the corporate purpose and forms the core of the brand.
In its research into retirement living, Heads looked closely at the needs and wishes of older people. Moving into a residential or nursing home is often associated with the fear of being uprooted and left to their own devices. However, in addition to health and security, what is desired is self-development, recognition and social interaction. The Tertianum Group can meet precisely these needs and wishes of older people to a high degree and offers its guests "space for joie de vivre" in two senses: a safe home to feel at ease and a space for personal development, independence and social interaction.
Insight into the future creates confidence
This self-image, which is reflected in the confidence of Tertianum's guests, led to the development of the brand image, which positions Tertianum as an attractive premium provider and underlines its efforts to offer a wide range of high-quality residential services.
Design that conveys joie de vivre
At the center of Tertianum's visual and communicative brand identity is the established logo with the distinctive "A", which symbolically functions as a protective roof. Under this roof is the central element of the brand - the human being - represented by a simple dot, which represents safety and security within the safe space of Tertianum.
The "Tertianum rays", which are derived from the "A" monogram and represent an extension of the existing logo, are a new addition to the design. The rays are intended to symbolize the confidence and joie de vivre that Tertianum makes possible. The gentle color gradient of the rays conveys the energy and dynamism of the life-affirming environment. An expanded color palette with fresh colors and a new, authentic image style are intended to have an inviting effect and increase the positive recognition value of the brand.
The new brand identity is being introduced gradually across all communication channels, starting with the company website, the employer presence and the annual report, followed by print and digital media.
Responsible at Tertianum: Frank Nehlig (Head of Communications, Marketing & Public Affairs), Tania Rodriguez (Head of Brand and Marketing Services). Responsible at Heads Corporate Branding: Ralph Hermann (overall responsibility), Simone Raubach (strategy), Sina Frank (consulting), Natascha Almeida, Samira Ciraci (project management), Marco Simonetti (design), Roman von Arx (graphics/production).
