Brand transformation/repositioning of TransLogic - Alignment with Mission and Vision to represent this organization to t

In 2023, after surveying the market, the Swisslog Healthcare marketing team decided to deliver a brand-appropriate overhaul that would communicate that TransLogic is not just a product in the Swisslog Healthcare portfolio but is a stand alone business that has served North America for over 100 years. A series of deep dive exercises among subject matter experts in the business, and with external resources interested in the success of TransLogic, were conducted to pull out the desired sentiment and key messages of the new brand which includes being Made in the USA and thereby has a corresponding emblem to match the brand. The mission and vision were written to support the brand goals, including an additional core value for TransLogic which is not included in the parent brand. A robust set of brand guidelines was created for all users, including a detailed digital version for UI/UX work that details the nuances of dynamic content. Thousands of pieces of existing brand notations were reworked to include the new look and feel as well as new messaging aligned with the new brand. A newly created series of thought leadership content was created to demonstrate the depth of knowledge and experience supporting this brand.



“With the rebrand, TransLogic now stands on its own. With updated brand images and messaging that focus on our core customers, it is representative of decades of stability and reliability,” said Amanda Costanzi, Head of Marketing & Communications at Swisslog Healthcare. “We appreciate the Hermes Awards for recognizing our team’s hard work to deliver a comprehensive brand strategy that reflects the longevity of TransLogic solutions for our customers across North America.”