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COPY TIINA LEHTINEN AND PÄIVI HYYTIÄINEN IMAGES PLANMECA OY
Planmeca’s new,
refreshed visual identity
The new era – new face. The new, refreshed Planmeca
look greeted the IDS attendants.
The previous visual identity was created new colours bring out the fine design and The www.planmeca.com 21
four years ago, and the main atmosphere glimmering smooth surfaces. website was redesigned
has been cool, distant, clean, and light- this spring. By the end of
coloured with identifiable Planmeca faces Also, the form of the colourful surfaces the year, all the language
on all material. and colours are at symphony. versions of the Planmeca
“Every four years we tend to renew “The flexible use of form and colour also website will also be
the overall visual identity. This time, we reflects our innovativeness, adaptability, and converted into
wanted to do something different: more modularity.” the new look.
distinguishable, more fun, more colourful."
Solution-oriented thinking
Behind the new look is
Ms Päivi Hyytiäinen who The other part of the new visual identity is
works at the advertising the whole new solution-oriented way to
department of Planmeca construct brochures – and the Planmeca
HQ as an AD, Art Director. website as well. The first spread of each
brochure is a snapshot of what we can offer.
"Also, we wanted to be more human – a The newly redesigned website also starts
bit easier to approach. However, the clear with the question “What do you want to do?”
message of high technology and precision
needed to be delivered at the same time,” “This way, the customer does not need to
explains Ms Päivi Hyytiäinen. know the products before they can find the
details. Instead, they can approach us through
The new look was first tested at the their needs.”
Highlights in imaging tour last spring. The
process got the green light. “A lot of people “While the colours are used to differentiate
from different functions of Planmeca gave us from the competition, they also are used
their input and views refining the form and to mark our product offering”, Hyytiäinen
colour scenery further,” Hyytiäinen says. explains. Thus, for example, our specialist
flyers can be distinguished by colour. Also,
Message behind colours and form the line of brochures can easily be extended
for new products.
The new look uses boldly playful colours,
not forgetting the nature of the dental Strong support from
field. Without being highly “clinical and the management
distant”, the look continues to convey the
idea of hygiene, safety, and technology. From the beginning, the bold new style was
As the products are state-of-the-art, the received well by the management. It was also
welcomed by the IDS audience.
“Several IDS visitors came to me saying
that the new look is refreshing, even beautiful
– and we definitely stood out”, states Mr
Heikki Kyöstilä.
