A brand is more than its name and logo
03. August 2015 The former GEA Heat Exchangers Group which is separated in Heat Exchanger Systems and Power Cooling Solutions will in stages transform its complete corporate image. “A brand change in heat exchange” is the motto.
The internationally active mechanical engineering companies Heat Exchanger Systems and Power Cooling Solutions will not appear in a new image from one day to the next. Rather, they will offer their customers and staff a transitional phase to lead up to the new brand environment. In this way, the companies highlight their conviction that a good B2B brand consists of far more than a name and a logo: company staff and products make the deciding difference and have assured the success of these companies for many years now. The coming weeks will additionally be used to develop mutual consciousness for the brand, before this process is concluded with publication of the name and the logo. For the two companies Heat Exchanger Systems and Power Cooling Solutions, the new brand colors yellow, black and white will be used, beginning today. In addition, the imagery and the text fonts with their fresh look will, for example, already go into use at trade fairs. At the same time, however, the future brand name and the logo will remain known only to the Project Team and will be internationally presented to customers and staff in a few weeks. Until that time, those who are interested can obtain initial impressions on the new design of the brand under: www.brand-change.com
The colleagues at Air Treatment will likewise set up a new brand. In August, they will go on the market with it.
In 1920 Otto Happel Sr. founded the company Gesellschaft für Entstaubungs-Anlagen mbh (company for dust extraction, abbreviated as GEA). Two years later, the company invented the elliptical finned tube, which until today has formed the key component of the heat exchanger sector. In 1935 the company developed air-cooled condensers for stationary gas turbines. After the death of the company founder in 1948, his wife Elisabeth Happel took charge of company business. Numerous companies were founded in the 1960s and 1970s to meet the great demand for GEA products. In 1975 Elisabeth Happel turned over company leadership to her son Otto Happel Jr. The 1980s were characterized by reorganization of the company and by additional acquisition. GEA AG & Co. was founded as a new holding company, and GEA went public in 1989. Ten years later, MG Technologies AG (successor to the company metal business) acquired GEA. In 2005 the corporate group changed its name to GEA Group AG. With its reorganization in 2010, the nine GEA Divisions were assigned to five Segments – the largest of which was GEA Heat Exchangers. In June of 2013, GEA Group announced its intention to sell the GEA Heat Exchangers Segment. Negotiations for sale to the investor Triton were concluded in April of 2014, and sale of the company became legally effective in October of 2014. GEA Heat Exchangers is since then separated in three companies (Air Treatment, Heat Exchanger Systems and Power Cooling Solutions) and announced its intention to position itself with a new brand on the market.
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