The Nuance Group has unveiled new branding to underline a message of consistency across the company’s worldwide operations at 60 locations in 18 countries and territories.
As one of the duty free and travel retail industry’s biggest operators, Switzerland-based Nuance has several regional divisions, plus a joint venture (Nuance Watson) in Asia. Sales in 2011 were CHF1.87bn ($2.02bn at today’s rates).
The new company logo is formed from a dynamic, unwinding ribbon in the shape of a three dimensional globe with the initial ‘N’ highlighted in dark shiny blue at the centre.
Under that corporate global umbrella, different colours have been assigned for each region (above): turquoise for the Americas, gold for Asia (also for the Nuance Watson joint venture), ochre for Australia and apple green for EMEA.
The ribbon, says Nuance, represents a retail journey which, in forming a sphere, depicts the global nature of the company’s retail business and the ambition to be an indispensable part of the customer’s journey; the essential stop they have to make.
‘A CONSISTENT WAY OF DOING THINGS’
Roberto Graziani (left), President & CEO of The Nuance Group, comments: “Our new corporate identity captures the essence of what we are, what we stand for and how we want to be seen.
“To be a truly global brand, we need one voice, one look and a consistent way of doing things – with the necessary local adaptation. We want to be a global brand with a local touch. And, we want to be at the heart of every journey creating excitement for our customers and long-lasting partnerships with our stakeholders.” Nuance says its vision is “to lead through partnership and retail excellence”.
Key to developing the branding and identity was the London-based rebranding agency Designhouse, which had already created a new retail fascia for Nuance (right), first unveiled in Antalya Airport in Turkey before being rolled out across Europe.
Nuance rival Dufry has also used Designhouse for global and local promotions, corporate and development brochures, interior signage and internal communications.
Graziani says: “Together with our agency, we developed the visual identity and the brand strategy. Furthermore, during the development process we involved all company stakeholders. We interviewed our airport and brand partners who gave us valuable advice. We also organised workshops on four continents to engage our employees, who generated excellent ideas on how to bring our new brand and corporate identity to life.”
CORPORATE WEBSITE REVAMPED
Nuance has also launched a new clean and uncluttered corporate website at www.thenuancegroup.com providing more information about the company, services and concepts, as well as a jobs section and investor relations.