When it comes to fire protection, American multinational Viking is trusted above all. That is the core of its brand positioning. Not only did a merging with the German Minimax form a market-leading global concern with about 7.000 employees, it also sparked the need for a new and distinctive brand identity.
Viking's new identity is a visual translation of thinking outside the box.
During inspiring workshop meetings with the management and marcom teams from the US and EMEA, the foundations were determined for the new strategy. In the new identity, the saying 'outside the box' plays a central role. The principle stands for innovation, intelligence, and thinking differently to develop new solutions for fire protection. Secondary colors from the cold spectrum set the tone in the new identity. These colors refer to coolness and keeping innovative, even when things get heated. Apart from that, the box plays a visually binding role in this new identity.
The challenge
Lay the foundations for a new brand identity and take care of the worldwide rebranding of Viking Fire Protection, in collaboration with the management and marcom teams from the US and EMEA.
Pan out a new, distinctive brand strategy
Design an all-new brand identity
Make up all required identity guidelines
Take care of the development of all brand assets
Work out a launch campaign for the new Viking identity
Take care of the design for the new, multilingual website
Translate the new identity to a new, modular stand concept for trade shows
Our solution
The feedback
““When we were seeking a partner for the global rebranding project we chose R&R Communication. Their creative empathy and perseverance and additionally their personalized service clinched the deal for us. They are always there for us, think proactively about our issues, and have given a creative boost to our overall communication. Hats off to them!””