MEDION is a German consumer electronics manufacturer headquartered in Essen, Germany, and part of the Lenovo Group since 2011.[1] On 24 October 2023, the company unveiled a comprehensive brand relaunch that included a new logo, a new color palette, a new visual language, and a redesigned webshop.[2]
Design and History
The 2023 rebrand was driven by a repositioning effort aimed at making MEDION more modern and attractive to a younger audience, while reinforcing trust and consumer orientation.[2] The new brand promise, “Pushing Boundaries,” focuses on overcoming limits and is reflected in the new visual identity.[3]
As part of the relaunch, the company’s gaming brand ERAZER became an independent brand, first presented as such at Gamescom 2023, with its own revised logo.[2]
Meaning and Symbolism
The new MEDION logo consists of lowercase letters accompanied by a pixel symbol. According to the company, the lowercase letters represent modernity and digitality, while the pixel symbolizes innovation, freshness, and technology. The colors black and blue stand for the brand’s reliable and technological character.[2]
A new signet was also introduced, featuring a thicker stroke on the “M” to make the mark stand out and remain recognizable, underscoring the brand’s confidence and courage. The pixel on the right edge symbolizes progress and movement toward the future.[2]
The new color palette includes MEDION Blue, MEDION Dark Blue, MEDION Aqua Blue, and MEDION Purple, along with four gradients. These colors were chosen to reflect modernity, celebrate digitalization, and convey simplicity and functionality.[2]
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