“Siemens Healthineers (formerly Siemens Healthcare, Siemens Medical Solutions, Siemens Medical Systems) is a medical technology company and is headquartered in Erlangen, Germany. The company dates its early beginnings in 1847 to a small family business in Berlin, co-founded by Ernst Werner von Siemens. Siemens Healthineers is connected to the larger corporation, Siemens AG. The name Siemens Medical Solutions was adopted in 2001, and the change to Siemens Healthcare was made in 2008. In 2015, Siemens named Bernd Montag as its new global CEO. In May 2016, Siemens Healthcare was renamed “Siemens Healthineers.” Globally the company has 43,000 employees, most of them in Germany (comparing to 46,000 at GE Healthcare and 33,000 at Philips Healthcare) and 17.2 billion US-$ sales in 2007 (16.997 billion US-$ for GE).” (Wikipedia) Alternately: “Siemens Healthineers is one of the world’s largest suppliers to the healthcare industry & a trendsetter in medical imaging, laboratory diagnostics and health IT.”
The new name embodies the company’s pioneering spirit and engineering expertise in the healthcare industry. It is unique and bold and gives a new identity to the organization and to the people – the people accompanying, serving and inspiring healthcare providers worldwide – the people behind outstanding products and solutions.
Images (opinion after)
You might look at the old logo and name and think, "Oh, boring" but when you look at the opposite alternative that's supposed to be super mega fun then you think, "Oh, please no." The healthcare industry is notoriously dry and Siemens has never been a bastion of brand fun so trying to fun-etize both leads to this. The only workforce in the world that can append "ineers" to their name is Disney's Imagineers and that's because they build such amazing things they could be called Disney's Pukefaces and pull it off. The logo carries the usual Siemens wordmark and is paired with a mostly meaningless dots icon and a sans serif with spurs that's fine on its own but looks completely out of place here. Execution-wise everything is fine and professionally done, at least. Maybe I have too many preconceptions (or am too narrow-minded) about healthcare or Siemens but this is as painful as the healthcare system in general.
Thanks to Hannah Stanley for the tip.