Transposition
The supposedly minor renaming of EL PATO to ELPATO served to emancipate the name EL PATO, which in other languages has an actual meaning that often had to be explained. ELPATO, on the other hand, is a term of art, a blank canvas that could be repainted and described. Further steps were the collection and formulation of the company values and a manifesto. The purely typographical new logo radiates sovereignty and timelessness. The new claim “Healthcare Communication Innovators” paves the way for internationalization and says confidently what the company stands for. The website underwent a complete relaunch that conveys ELPATO's diversity and innovative strength. The typography was used to create artistic graphic variations (ELPATO Art), which are used on communication materials such as posters and brochures.
Result
The brand relaunch became a company relaunch: The former start-up shows that it has finally grown up. The new name ELPATO emancipates from the narratives of the past. The powerful claim documents the growing self-confidence and points the way to the future for employees and customers. The values and the manifesto provide employees with orientation and strengthen internal cohesion. The new brand image is the perfect reflection of the corporate strategy: The umbrella brand leaves the stage to individual brands. ELPATO itself is characterised by the power of confident restraint.
