International. Philips announced its new brand promise, which builds on the company's legacy of creating innovations that are relevant to people. "Innovation and you" is rooted in Philips' conviction that innovation is only relevant if it meets the needs and desires of users. At the same time, the multinational presented a design of its renowned emblem on the façade of the company's headquarters in Amsterdam.
"Innovation has been in our DNA since we launched our first light bulb over one hundred and twenty years ago. We believe the new brand positioning much better reflects Philips' mission to improve people's lives through impactful innovation. Our LED lighting solutions will improve people's well-being and make the world more sustainable. This is what our brand stands for," said Frans van Houten, CEO of Philips.
In addition to introducing the new brand promise, Philips revamped the design of its emblem, a visual icon that has wide global recognition and was first used in 1934. The shield originally represented how the innovation of radio communication brought people closer together in an unprecedented way and improved their lives. Today, the iconic emblem will continue to be a symbol of innovation and trust.
The change in brand positioning is part of the drastic transformation of the strategic Accelerate! program, which is turning Philips into an agile, proactive in its commercialization and technology leader, focused on health and wellness in the areas of health care, lighting and consumption.
