SMITH & NEPHEW: Another eager, energetic person

New: the orange logo

Launched: July 31, 2003

Story in brief:
A classic case of restaging the corporate brand, both to refocus and to refresh the business. Over several years, the company had stripped down from 'medical conglomerate' to focus on its three medical devices businesses; these in turn needed to coalesce more clearly in a common brand. That's the 'focus' part; add 'refresh,' the opportunity to stimulate both customers and employees with an expression of enthusiastic energy.

"We had a feeling" Sir Christopher told me "that our external presentation had not kept pace with our progress. What brought this home to me was the news that our slogan, 'First choice in medical devices,' which worked well with employees, seemed arrogant to customers." This triggered an extensive brand review. The new brand vision: "To be the best in helping people regain their lives by repairing and healing the human body." The personality goal: "Responsive, Confident, Energetic, Honest and Personable."

A year later, three months after launch, he summarizes: "It took five years to transform ourselves from a conglomerate into an advanced medical technology business. It will take another five to ten years to really get it right. Creation of a stronger identity and a more cohesive brand was an essential fist step in moving into this new era."

Credits:
CEO - Sir Christopher O'Donnell
Identity counsel & design - Wolff Olins

First Impressions:
Mission accomplished. The new brand does indeed convey confidence, energy and a more human touch.

Where Smith & Nephew sees an "energy burst" symbol, I see a person; from our cave painting past, I suspect most of us will read any five-limbed thing as human. This puts it in the distinguished tradition of Vivo, Cingular and the eager-to-please Aramark star (by Schecter, now Interbrand).

Here's another note of technical interest, which casts some light on the rising popularity of orange marks. Smith & Nephew explains that "Orange was selected for its brightness and warmth. We felt that orange was a confident color which was consistent with our corporate values and personality. There was a practical reason as well. To be able to highlight the brand and its messages, we need a color that stands out. Orange is good for this."