For the Ivoclar Group, one of the world’s leading providers of integrated solutions for high-quality dental applications with a comprehensive portfolio of products and systems for dentists and dental technicians – values, beliefs and a corporate culture progressive and customer-oriented are the basis of its strong brand.

For almost 100 years, the company, headquartered in Schaan, Liechtenstein, has shaped the dental market with its name, product innovations and pioneering industry-leading achievements. Working with dental professionals to give people all over the world a healthy and beautiful smile is the stated mission of the company.

Already launched in 2021, Ivoclar has set new accents with targeted activities even more focused on customer needs. In order to visually underline the new start in a customer-oriented, modern and innovative era, Ivoclar starts the new year with a new look and a suitable logo. The most important change: the “Vivadent” in the brand name and logo has been removed, along with some additional visual elements, so that in the future the clear focus of the company on l essential will also be reflected in the logo.

The brand as a common thread …

With a focus on people, partners and customers at the center of its activities, Ivoclar affirms its desire to make the workflows in the daily work of dental technicians and dentists easier and more efficient and to make the patient experience as pleasant and personal as possible. possible. The brand image is and remains a first point of contact with the company.

This is precisely why it is so important that the brand’s appearance also fulfills the function of a mission statement and reflects the innovative force that is experienced.

At Ivoclar, external understanding of the brand is based on three pillars:

People, partners and customers are at the center of daily actions and activities. The brand is distinguished by a simple design and consistent communication with the customer.

Ivoclar stands for progress through technological innovation. This carries the company’s mission: “Make people smile”. Continuous innovation, progress and research & development, based on customer needs, ensure tomorrow’s long-term success.

With innovative products and services, Ivoclar not only makes the workflows of dental technicians and dentists easier and more efficient, but also makes the patient experience shine in a positive way.

The Ivoclar Group is a family business with heart and soul: reliability, transparency and communication at eye level are the basis of a good partnership – whether with customers, employees or patients, who are all considered part of the Ivoclar family.

Focus on the essentials – the new look

Ivoclar has already demonstrated a modern and fresh design approach last year with its new website, the appearance of its “The Live Experience Tour 2021” and in other areas of communication. The stripping down, a lifestyle-driven emotional visual language that puts people first and, last but not least, the development and use of modern marketing tools directly contributes to the ‘Making People’ mission. Smile ”.

It makes perfect sense that the logo has now also been redesigned. The most striking feature is the reduction of the brand name to its essential component: “Ivoclar Vivadent” becomes “Ivoclar”. And even here the consistent customer orientation is evident, as many Ivoclar business partners have long since dispensed with the suffix “Vivadent” in their daily use.

“Thanks to our long tradition, our pioneering achievements and our constant innovation, we can rely on a strong corporate brand as a foundation”, explains Diego Gabathuler, CEO of the Ivoclar group. “Nonetheless, I am convinced that there is still a lot of untapped potential for us here, which we want to fully exploit in the future. A clearly structured positioning, which is also expressed in the visual appearance, is particularly important in view of a forward-looking alignment of the company, which leads to innovation that puts our customers and their patients at the center of our actions and activities. For us, it’s not just about making a few changes to our logo. On the contrary, the new corporate identity with its clear, scaled-down and focused visual language represents everything our understanding of the brand represents.

Ivoclar’s new logo and corporate design will now be used globally in all communication channels – where they have not yet been integrated – and will also be gradually applied to brochures and other printed materials. As a company operating globally, the main challenge is to adapt the logo in all countries and all languages ​​at the same time.

* For reasons of better readability, the linguistic forms masculine, feminine and various (m / f / d) are not used simultaneously. All references to persons apply equally to all genders.

About the Ivoclar Group

The Ivoclar Group, headquartered in Schaan, Liechtenstein, is one of the world’s leading manufacturers of integrated solutions for high-quality dental applications. The company’s success is based on a comprehensive portfolio of products, systems and services, strong research and development capabilities and a clear commitment to training and continuing education. The group of companies, which sells its products in approximately 130 countries, has 47 subsidiaries and branches and employs approximately 3,500 people worldwide.

More information on the Ivoclar group is available at