Heads: New appearance for Amag

For three years, the branding agency Heads has been supporting Amag in its internal strategic and operational brand management with a program to raise awareness and change behavior in customer orientation. At the beginning of the year, Amag decided to take the increased focus on improved customer orientation to the outside world as well. As part of this decision, Heads was commissioned with the consolidation of the brand structure, strategic positioning and the development of a new corporate identity.

United under a single strong word mark, all Amag business units can now avoid the dominance conflict of the image-strong brand logos of the distributed factory brands. A separate Amag typeface is intended to create unmistakable recognition, and a fresh color palette composed of the tonal colors of the factory brands contributes to the harmonious integration of the products into corporate communications. The visual language is also more emotional and lively: the focus of communication is no longer just cars, but the people whose mobility Amag is committed to every day.

Heads Managing Director Ralph Hermann: "For a promise to be credible to the outside world, it must be lived internally. Change in corporate design is ideally the continuation of targeted behavioral branding. What is needed is profound strategic work, a program that builds up internally, and logical implementation externally. This is what happened at Amag. It's a pleasure to work for a company that thinks long-term, weighs changes carefully, but then decides consistently and is prepared to implement without compromise."

Dino Graf, Head of Corporate Communication Amag: "Heads understood our internal organization very well and managed to consolidate it from the client's point of view. The agency's 360-degree approach, the good exchange and the close cooperation lead - now also visible to the outside - to an effective result."