Demant, the Danish hearing healthcare group formerly known as William Demant Holding, introduced its current visual identity as part of a comprehensive corporate rebrand that culminated in 2019. The identity was created by the Danish agency Frankly, which handled brand strategy, naming, visual identity and a social media concept for the project.[1]
Design and History
In 2017, William Demant Holding decided to initiate a corporate rebranding.[1] The company, which had previously communicated little about itself, needed to define what it stood for and reinvent its brand entirely. This included a new name, a new logo and a complete makeover of the visual identity.[1]
On 19 February 2019, William Demant Holding announced its proposal to change its name to Demant A/S, subject to shareholder approval at the Annual General Meeting held on 19 March 2019.[2] The name and brand change followed a corporate strategy aimed at positioning Demant as the industry’s leading hearing healthcare group, with a clear and compelling corporate brand supporting that ambition.[3]
The rebrand was driven by a need to address fragmentation caused by more than 16 customer-facing sub-brands, including Oticon, Bernafon and Interacoustics, which had overshadowed the parent company’s market position.[4] A clear brand architecture across all sub-brands was developed alongside the new identity.[4]
The rebrand work earned Frankly and Demant a REBRAND Distinction Award for the strategic and visual work, as well as a REBRAND Concept Video Distinction Award for the cinematic brand narrative “Life-changing hearing health.”[1]
Meaning and Symbolism
The rebrand strategy was built on three unique differentiators for the company: founded on care, focus on health, and shaping the future.[4] The new identity was designed to help Demant step out of the shadows of its sub-brands and establish a stronger sense of belonging to a global parent company with a long history.[3]
Typography and Design
The visual identity includes a typographic wordmark featuring the Demant name. The project page for the identity work lists typographic weights including Light, Regular, Medium and Bold, alongside the text “W.DEMMANT KOBENHAVN,” indicating a secondary lockup that references the company’s Copenhagen heritage.[4] The identity is described as “minimal with a nordic edge.”[4]
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