“Updating the logo has been a significant and integral part of our overall branding strategy,” states Scott Duehmig, general manager, Barger (www.bargerpkg.com). “The new Barger identity not only helps unify the medical teams in both Madison and Elkhart within Placon, but more importantly, it provides clarity to our customers and prospects that our Barger medical division has two strong platforms located in two facilities under the Placon foundation. It also works to subtly convey what our brand stands for: ingenuity, integrity, and strong customer relationships.”
The rebranding effort emphasizes Placon’s commitment to fully integrate its medical division with locations in Madison, WI, and Elkhart, IN, under one brand. The decision to place the medical division under the Barger name was based on Barger’s history and reputation in the medical device and pharmaceutical packaging market. Placon didn’t want to lose the brand equity that Barger had built over time, while at the same time, wanted to ensure that Placon’s own brand equity and reputation in thermoform design and manufacturing wasn’t disregarded.
The unveiled unified brand strategy can be clearly seen in the new logo mark on display at Placon’s Pack Expo Booth. Designed in Placon Blue, the logo features a stylized “B” formed with a plus symbol synonymous with the medical field. The plus sign also portrays Placon’s idea of 1 + 1 = 3 illustrating the combined strength in the medical division’s capabilities.
To further tie in Placon with the Barger brand, an “identifier,” namely “Placon’s Medical Specialists” was added to the logo design. States Laura Stewart, vp, sales and marketing Placon, “The final design communicates to customers and prospects that we are one company and underscores our commitment and concentration to the medical industry with Barger being 100-percent medical-focused.”
A planned redesign of the Web site integrating the new logo design will occur in 2013. Since the acquisition, Placon has invested over $1mm at the Elkhart location in infrastructure improvements, software upgrades, and new equipment. States Duehmig, “We believe this new identity coupled with our new breadth and depth of services will position Barger for continued future success after more than 40 years of providing innovative packaging systems to the medical device and pharmaceutical markets.”