IntlSOS 30 Years - From East to West - Page 164



International SOS | From East to West
Strong brands are built from the inside out.
To galvanise us together, we have refreshed
our visual identity.
— Kai Boschmann
INTERNATIONAL
I N T E R N AT I O N A L
1985
®
ASSISTANCE
1998 (Acquisition)
An AEA Company
Worldwide reach Human touch
1999
2006
2014
Above: Our Brand Evolution
Our New Logo
We have also been reviewing our brand proposition
– the basis of what we stand for – and fine-tuning our
company vision, mission and values. Following an
extensive programme in 2013 this is now understood
and lived by employees all around the globe.
We were then ready to turn to the outside world
and establish our new brand proposition with
customers, partners and stakeholders. Strong
brands are built from the inside out, delivering on
their promises. To galvanise us together as strong
brand ambassadors, we have updated our global
brand with a refreshed new visual identity (logo).
The rebalancing of ‘International’ with ‘SOS’ better
represents the way our services have broadened
to include preparation and prevention.
156
As Kai Boschmann points out, our tagline,
‘WORLDWIDE REACH. HUMAN TOUCH.’, continues
to perfectly describe the essence of our business.
The rollout began in 2014 and continued into 2015,
to coincide with different country celebrations of
the company’s 30th Anniversary.
Kai Boschmann: “True to our ‘Client and Market
First’ strategy, our new brand strategy, brand
architecture, and new values were tested with
clients, end-users and key stakeholders. It achieved
a resounding ‘thumbs-up’; with one stakeholder
commenting: “…the new look shaves 100 years
off the old logo.” I am very thankful to have been
allowed to lead this brand evolution on behalf
of our Founders.”

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