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<h2>
      Hoe benoem je Business Units?</h2>
<p>Grote groepen worstelen altijd met hun Business Unit-naamgeving. In de loop der tijd evolueren ze van één merk naar heel verschillende merken en weer terug.</p>
<p>Afgelopen najaar maakte GE haar plannen bekend om drie onafhankelijke en beursgenoteerde bedrijven te worden die zich richten op gezondheidszorg, energie en luchtvaart.</p>
<p>Elk bedrijf behoudt de bekende GE-naam en het beroemde Monogram-logo van het bedrijf, dat teruggaat tot de oprichter Thomas Edison. GE&#8217;s activiteiten in de gezondheidszorg zullen begin 2023 GE HealthCare worden; GE&#8217;s portefeuille van verschillende energiegerelateerde activiteiten zal begin 2024 opnieuw verschijnen als GE Vernova; GE Aerospace zal de naam worden van GE&#8217;s luchtvaartactiviteiten. In afwachting van verdere juridische goedkeuring.</p>
<p>Ontdek onze cases hoe we deze vraagstukken hebben aangepakt bij <a href="https://www.remarkable.eu/nl/case/arvesta">Arvesta</a>, Milcobel, Etex &amp; Aliaxis en CLdN.</p>


To GE or not to GE

<h2>
      Total Energies &#8211; A strategic or solely expensive rebranding?</h2>
<p>Total is transforming and becoming TotalEnergies. We question the strategy behind this Brand Change, from a corporate level but also considering the huge cost of implication. Moreover, we have our doubts about the 360-degree turnaround in terms of emblem and wordmark. Total is discarding valuable corporate brand assets in the quest for a new corporate image? A Brand Change should be the result of internal adjustments and business operations &#8211; not the other way around.</p>
<p>Stating the Total Press release: “Energy is life. (&#8230;) That is why Total is transforming and becoming TotalEnergies,” declared Patrick Pouyanné, Chairman and Chief Executive Officer of TotalEnergies.</p>


<h2>
      The renewed Globe-Trotter</h2>
<p>Globe-Trotter, the luxury luggage brand is giving its logo an update. The previous logo with a weirdly flattened star served for 100 years. The new logo reverts to the star emblem, refreshed and placed centrally in the logo. This reminds us of our own <a href="https://www.remarkable.eu/case/samsonite">Samsonite case</a>, where in 2006 we refurbished the iconic global logo and gave more value to the &#8216;bagel&#8217; by placing it centrally. This created innovation, allowed for more brand equity to build up, and gave the bagel more visual value.</p>


<h2>
      Hooray! Arvesta celebrates 120 years.</h2>
<p>120 years ago we started out as a small initiative that valued farmer welfare, now grown into an internationally strong group. Remarkable assisted in creating the Aveve and Arvesta-brand from <a href="https://www.remarkable.eu/case/arvesta">strategy to visual creation</a>.</p>
<p>&#8220;At Arvesta, we get up every day to increase farmer profitability. &nbsp;That was true 120 years ago and it remains true today.Thanks to sustainable innovations, know-how and guidance, farmers can farm more efficiently and, above all, sustainably.&#8221; said Erik Lauwers, CEO Arvesta.</p>


<h2>
      New Dacia, who diz?</h2>
<p>Dacia’s renewal is embodied by a new logotype and a new emblem , markers of a distinctive and assertive brand.</p>
<p>The logotype, central to the new visual identity, exudes an ever-present feel of robustness and stability. The shape of the letters is intentionally refined – the ‘D’ and ‘C’ are mirror images of each other – and reflect the brand’s pared-back and cunning mindset. The geometric lines of the logotype give a feel of mechanical movement to the string of letters. Watch the video <a href="https://www.youtube.com/watch?v=jYoV5tDGGe4&amp;t=31s">here</a>.</p>


<h2>
      Why European banks join .bank domain rush</h2>
<p>Websites of banks are an attractive field of action for hackers. By posing as a bank, they lure people into a trap. Banks and insurers worldwide have now joined forces to make things a lot more difficult for these hackers.</p>
<p>By reserving the .bank domain name (the unique name of a company on the Internet) only for financial institutions that meet a long list of security requirements, you as a customer immediately know that this site is verified and secure. Thus, the .bank domain name becomes a real quality label or seal of approval: if you see &#8216;.bank&#8217; at the end of a web or email address, you can be confident that it is indeed a financial institution.</p>


Summer Branding