Ivoclar Vivadent, the Liechtenstein-based dental technology company, underwent a significant visual rebrand in January 2022. The company, headquartered in Schaan, Liechtenstein, announced a new logo and visual identity designed to reflect its move into a more customer-oriented and modern era. The most striking change was the reduction of the brand name from “Ivoclar Vivadent” to simply “Ivoclar,” dropping the “Vivadent” suffix from both the name and the logo. This decision was driven by the fact that many of the company’s business partners had long since stopped using the “Vivadent” addition in their daily language. The company stated that the change was not merely a tweak to the logo, but rather a new corporate identity with a clear, reduced and focused visual language that represents its brand understanding. The rebrand was developed by the agency Martin et Karczinski, based in Zurich. [1] [2]
Design and History
The 2022 rebrand was the logical consequence of the company’s developments in the preceding months. Ivoclar had already debuted a modern, fresh design approach in 2021 with its new website, its “The Live Experience Tour 2021” and in other communication areas. The company explained that the reduction to the essentials, a lifestyle-oriented and emotional visual language that puts people in the foreground, contributed directly to its mission of “Making People Smile.” The new logo and corporate design were rolled out globally across all communication channels, with the main challenge being to adapt the logo in all countries and languages simultaneously. [1]
Meaning and Symbolism
Visually, the new identity is characterized by the “Ivoclar-Brand Frame,” which features a green-blue gradient. The company colours of blue and green were also used to illuminate the company’s head office building in Schaan, Liechtenstein, at the end of its centenary year in 2023. Markus Heinz, CEO of the Ivoclar Group, described the visual display by saying, “Just as smoothly as the colours blend into each other, we will transition from the past century of innovation into the next.” [2] [3]
Typography and Design
Alongside the new brand frame and imagery, the rebrand introduced a new corporate typeface, described as “fine typography” with a new house font. Thomas Wolfram, Creative Director of Martin et Karczinski in Zurich, explained that the Ivoclar brand design combines the company’s human-centred approach with its innovative high-tech approach. [2] [4]
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