New corporate identity for Van Houtum
Full of inspiration for the future. That is our message in our anniversary year. We sent you information on our ‘make-over' in February. A seahorse now features prominently in our company logo...
The creative process that resulted in this new corporate identity was unusual to say the least. In our role as a paying customer, we were continually given the opportunity of providing input to VanBerlo Communications during the creative process. A process of continuous collaboration and joint decision-making. The major benefit is that the new corporate identity is ‘ours’ to a greater extent than would otherwise have been possible.
‘The first step was a workshop,’ explains Mark Hoevenaars, one of VanBerlo's media strategists who was closely involved in the creation of our new corporate identity. ‘We started by analysing brand personalities. If you imagine that the brand is a person, what kind of person would Van Houtum be?’ This brainstorming session identified five dominant characteristics: imaginative, dependable, sincere, down-to-earth and charming. We then matched these character traits to images. Based on those results, VanBerlo designed a kind of ‘communications DNA’ for all Van Houtum communications:
• An open and inviting font
• Photographs of people in their environments
• A colour palette of light blue, transparency and multiple bright colours
We chose a seahorse as the company logo. ‘This truly differentiates Van Houtum's presentation,’ explains Mark Hoevenaars. ‘It is a unique company that has a unique philosophy on paper production due to the combination of Cradle to Cradle with Corporate Social Responsibility.’
In addition, our Satino products will be given a much higher profile as a separate brand.
A surprise in store - the new Satino logo
‘The dividing line between Van Houtum on the one hand and the Satino product on the other hand will become much more strongly defined,’ Mark continues. ‘That will affect things like exhibition stands. At the ISSA/Interclean exhibition, Van Houtum will be present on a corporate stand in which Satino will be presented as a stand-alone brand.’
The new corporate identity was festively introduced within the company on 16 February. With cake for the staff and a special anniversary calendar on the theme of ‘75 years of Van Houtum’. All our customers and suppliers have received a corporate booklet. The booklet presents our new look & feel and summarises the highlights of our 75-year history. The new corporate identity is now being rolled out in phases, starting with the initial major launch at ISSA/Interclean where we will also present the new catalogue.