Featured cases

2005


old logo

The driving idea, for this Amsterdam-based $4 billion knowledge provider, is called "Content in Context." New CEO Nancy McKinstry found a mélange of some 300 diverse brands, and sought to make a more coherent (and cost-effective) whole.  But the corporate "publisher" image, reinforced by the blue book symbol, would be the wrong umbrella for a multi-media information services provider. The book had to go: but another graphic symbol would be needed, for a visual umbrella.  As McKinstry put it, "by combining [our strong brands] under the strong Wolters Kluwer umbrella, we will be more visible to our customers as their partners in innovation."

To represent "Content in Context," Landor's Bob Matza put a square into a circle, and says "don't read more into it than that;  it's a simple idea." Representing the parent with a graphic non-verbal symbol permits the many sub-brands to keep their names, while losing their logos in the interest of corporate focus, coherence and impact. Tony Spaeth

Landor NY 

Submitted by: Tony Spaeth, 4/12/2006
Status: Estimated by Tony Spaeth
Category: Information services
Country (HQ): Netherlands