Vincotech is the market leader in semiconductor power modules. The company, which belongs to the Mitsubishi Electric Corporation, was founded in 1968 within the telecommunications division of Siemens AG. Vincotech specializes in the development and manufacture of high-quality electronic power components for the fields of »Motion Control«, »Renewable Energy« and »Power Supply«.
Based on the existing Vincoech brand positioning, Truffle Bay created a new corporate design for Vincotech, which makes the central positioning contents – the brand values »Speed and Flexibility«, »Reliable Partnership« and »Application-specific Solutions« as well as the brand promise »Empowering Your Ideas« – visually tangible.
To this end, the origin of the existing Vincotech design was first mirrored on the new positioning and the need for action or change for the new brand appearance was defined. The existing brand identity was not yet confident enough for a technology and market leader and was only of limited use for the application in digital media. In addition, a visual competition and benchmark analysis was carried out to identify the competitive environment and the general conditions for a unique and differentiating appearance.
The existing Vincotech logo was significantly upgraded and modernized on the basis of a clear grid. The »V« has been made much stronger and more concise and designed as a free-standing figurative mark in order to have both the word/figurative mark and the pure figurative mark available for all necessary applications.
The modern, technology-oriented and precise brand font Geogrotesque shapes the new brand identity and, in combination with the distinctive new color palette based on the three primary colors turquoise, black and white as well as the accent color orange, creates a very distinctive overall impression that clearly differentiates the brand from the competition.
An additional and very eye-catching design element of the new brand identity is the so-called «polar lights« – a color gradient in Vincotech turquoise in combination with a cut black surface for digital applications. This adds additional momentum to the brand appearance and, in particular, gives visible expression to the new brand value »Speed and Flexibility«.
Truffle Bay is an owner-managed, integrated strategic brand consulting and design agency based in Munich. With clarity and creativity we help ambitious companies and entrepreneurs to discover, define, design and bring to life their unique identity – to create strong brands as the compass and catalyst of entrepreneurial change processes as well as attractive and differentiating brand experiences to win and retain customers and employees.
Truffle Bay is a member of bvik – Bundesverband Industrie Kommunikation e.V. Test