Colours of innovation – Introducing a naming system that matches and unifies aquatherm’s products / The new aquatherm logo signifies their company to the rest of the world
Being unique and having a distinct identity has always been part of aquatherm’s corporate philosophy. Their commitment to having the highest quality of products, proving exemplary customer service, consolidating industry leading expertise, and developing innovative systems has given them a positive corporate image worldwide.
To make their corporate position, values, and offerings more visible to their audience, they are updating and harmonizing their corporate design. aquatherm is a modern, global, high-tech market leader.
COLOURS OF INNOVATION: The desire to avoid stagnation and continuously improve their products, as well as to find new fields of application and create solutions quickly, has resulted in some of the well-known aquatherm product groups. This often led to systems being named as they emerged and has resulted in naming conventions that no longer accurately convey the suitable applications for the pipe.
An example of this is climatherm, which was developed as a pipe for air conditioning, but then qualified for many other areas because of its exceptional properties. The air conditioning sector is still important but it is only one of the main applications for climatherm. Sadly, its original name implies that it is limited to this area only.
Another issue is that many of our pipes and systems have names that do not relate to each other, and in turn do not relate those products to their parent company, aquatherm. Furthermore, other companies from different industries around the globe use similar names, creating confusion between aquatherm products and their products. The desired uniqueness of our system identification is lost.
Thus, the next logical step is to introduce a naming system that matches and unifies aquatherm’s products. During the transition period, the products will have the old and the new system name. This will help to facilitate familiarization and orientation in the market.
THE NEW LOGO: aquatherm’s logo is the primary visual representation of the company. It is representative for the company and provides a definitive identification and differentiation from competitors. The aquatherm logo signifies their company to the rest of the world and distinguishes the products that leave their house. Thus, it is their trademark. Again, they rely on a combination of old and new. The striking design and the well-known combination of text and image are preserved. But the font is given a modern, cleaner design that better represents aquatherm. aquatherm will inform you about the precise use and positioning possibilities in a separate corporate design manual.
Contact: aquatherm GmbH, Attendorn, Germany, www.aquatherm.com