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31 Mar 2022 | eLABORATE

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A new look and feel for the future: Ivoclar Group updates visual identity

For the Ivoclar Group, one of the world's leading providers of integrated solutions for high-quality dental applications with a comprehensive product and system portfolio for dentists and dental technicians, values, convictions and a progressive, customer-oriented corporate culture are the basis of its strong brand. For almost 100 years, the company, headquartered in Schaan, Liechtenstein, has been shaping the dental market with its name, product innovations and industry-leading pioneering achievements. Working with dental professionals to give people around the world a healthy and beautiful smile is the company's stated mission. Already started in 2021, Ivoclar set new accents with targeted activities that are even more strongly focused on the needs of the customer. In order to visually underline the new departure into a customer-oriented, modern and innovative age, Ivoclar is starting the new year with a fresh appearance and an adapted logo. The most important change: the "Vivadent" in the brand name and logo has been dropped, as have some additional visual elements, so that in future, the company's clear focus on the essentials will also be reflected in the logo.

The brand as a guiding principle

With its focus on putting people, partners and customers at the center of its activities, Ivoclar underpins its claim to make the workflows in the daily work of dental technicians and dentists easier and more efficient and likewise to make the patient experience as pleasant and personal as possible. The brand image is and remains a first point of contact with the company. This is precisely why it is so important that the brand's appearance also serves the function of a mission statement and reflects the innovative strength that is lived out. At Ivoclar, the external understanding of the brand rests on three supporting pillars:

1. Partnership and customer

People, partners and customers are the focus of the daily actions and activities. The brand stands out with a straightforward design and consistent communication to the customer.

2. Innovation and technology

Ivoclar stands for progress through technological innovation. This carries the company's mission: "Making People Smile". Innovation, progress and continuous research and development, based on the needs of customers, ensure the success of tomorrow in the long term. With inno-vative products and services, Ivoclar not only makes dental technicians' and dentists' workflows easier and more efficient, but also makes the patient experience shine positively.

3. Family and friends

The Ivoclar Group is a family-owned company with heart and soul: reliability, transparency and communication at eye level are the basis of a good partnership - whether towards customers, employees or patients, who are all considered together as part of the Ivoclar family.

Focus on the essentials - the new look

Ivoclar already demonstrated a modern, fresh design approach last year with its new website, the appearance at its "The Live Experience Tour 2021" and in other communication areas. The reduction to the essentials, a lifestyle-oriented, emotional visual language that puts people in the foreground and, last but not least, the development and use of modern marketing tools pay directly into the mission "Making People Smile". It is only logical that the logo has now also been redesigned. The most striking feature is the reduction of the brand name to its essential component: "Ivoclar Vivadent" becomes "Ivoclar". And even here, the consistent orientation towards the customer is evident, because many of Ivoclar's business partners have long since dispensed with the suffix "Vivadent" in their daily usage.

"With our long-standing tradition, our pioneering achievements and our constant innovation, we can rely on a strong corporate brand as a foundation", explains Diego Gabathuler, CEO of the Ivoclar Group. "Nevertheless, I am convinced that there is still a lot of unused potential for us here, which we want to fully exploit in the future. A clearly structured positioning, which is also expressed in the visual appearance, is particularly important with regard to a future-oriented alignment of the company, which leads to the innovation that places our customers and their patients at the centre of our actions and activities. For us, this is not just a matter of giving our logo some tweaks. Rather, the new corporate identity with its clear, reduced and focused visual language represents everything that our brand understanding stands for."

The new Ivoclar logo and corporate design will be used globally in all communication channels from now on - where this has not yet been incorporated - and will also be gradually applied to brochures and other printed collateral.

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