Amica for living | Górecki Studio

   Amica for living
==================

 The refreshed Amica brand marks a step toward modernity and stronger consumer connection, emphasizing its role in everyday life. The new visual identity and communication strategy bring freshness, functionality, and even greater usability to the brand.

   About

   Year   2018

  Client   Amica

  Sectors   Consumer Electronics

  Services   Big Idea Branding and Graphic Design

   Brand Refresh
---------------

Amica is the largest Polish manufacturer of home appliances, known for its cutting-edge technology and distinctive design.

The scope of work included a refreshed logo, the introduction of the *“for living*” tagline reflecting the brand’s new communication strategy, a redesigned visual identity, and the creation of corporate and advertising materials.

      ![Amica logo rebranding](https://gorecki.studio/_static/storage/uploads/e98977e4-d7e0-47bf-990f-05b15ec9e071/amica-logo-rebranding.png/crop_2560_1362_0_0,fm_png,q_80,w_1000/amica-logo-rebranding.png?signature=c32614c79bd16e98f73585ef6b7eec0990a2f135864e1494228542d4b9cf198b)

  Updated Logotype
------------------

> Changes to the logotype reflect the newly developed and implemented communication strategy. This is just one part of a broader transformation that will affect how our brand engages with end users. Since the beginning of the year, we’ve conducted extensive market research on how our brand and products are perceived and used. Based on these insights, we’ve begun rolling out updates — starting with the new logo.

— Paweł Rydz, Marketing Director, Amica Group

      ![Amica logo](https://gorecki.studio/_static/storage/uploads/37fd3ffb-c065-4eaa-835f-8aa2fb22f7f1/amica-logo.png/crop_2560_2560_0_0,fm_png,q_80,w_1000/amica-logo.png?signature=3637fe39c450246e62ab2de3a5a7430d15544eb72ee17013a3e61a7775c12000)   Amica logo       ![Amica logo claim](https://gorecki.studio/_static/storage/uploads/d8c12c03-1944-4c6a-809c-413f376f45b4/amica-logo-claim.png/crop_2560_2560_0_0,fm_png,q_80,w_1000/amica-logo-claim.png?signature=900e9c6b7c42e5a952adf1ab61c0beb98e2722945e0364cbf4fb42ead07534ab)   Amica logo claim

      ![Amica brand book logo budowa](https://gorecki.studio/_static/storage/uploads/3fef6981-af70-4627-861c-6fbe610b45a0/amica-brand-book-logo-budowa.jpg/crop_1440_1440_558_104,fm_jpg,q_80,w_1000/amica-brand-book-logo-budowa.jpg?signature=98356d896d378cb3b676a1f2cf3b8f5f7381317fdfba94d0774ba412efab89c6)   Amica brand book logo budowa       ![Amica brand book ewolucja znaku](https://gorecki.studio/_static/storage/uploads/8af1106b-c135-42b4-8be0-9aadaea71615/amica-brand-book-ewolucja-znaku.jpg/crop_2096_2095_1530_573,fm_jpg,q_80,w_1000/amica-brand-book-ewolucja-znaku.jpg?signature=a39ccd37363c59c6dc8d3e80e18b08835cda5f58cbf457eb3246d2de84bee4ba)   Amica brand book ewolucja znaku

      ![Amica brand book key visual](https://gorecki.studio/_static/storage/uploads/5107c935-c107-49b1-bca3-96fab5089386/amica-brand-book-key-visual.jpg/crop_2500_1800_0_0,fm_jpg,q_80,w_1000/amica-brand-book-key-visual.jpg?signature=f3bf5352183e9b53f3591f58993e363dc4803515f87495cc54e90bea7693ba68)       ![Amica brand book key visual budowa](https://gorecki.studio/_static/storage/uploads/0009b25f-5166-4b2e-a298-d9d037bf6631/amica-brand-book-key-visual-budowa.jpg/crop_2700_1600_0_0,fm_jpg,q_80,w_1000/amica-brand-book-key-visual-budowa.jpg?signature=05a11b0b5673c615110327d81153012f61ad4138123bfba7ae44faf745d49766)

  Stronger Color Emphasis
-------------------------

> In our customer communication, ‘everyday life’ becomes the keyword—celebrating the daily rather than only big moments. That’s why we added the ‘for living’ claim to the logo and enhanced the prominence of Amica’s signature color. Red symbolizes energy, vitality, and life, making it the perfect carrier for our new message. Through the phrase ‘for living, ’ we want to show that our appliances are made to support people every day, to ease daily tasks, and to help fill each moment with positive energy and joy.

— Joanna Lewandowska, Strategic Communications Manager, Amica Group

     ![Amica kolorystyka](https://gorecki.studio/_static/storage/uploads/55087a7d-b8bf-477e-bed4-a76edc25b651/amica-kolorystyka.png/crop_2560_1440_0_0,fm_png,q_80,w_1000/amica-kolorystyka.png?signature=22065e5d83c5c0f8cde23869fa5b19e5272545832e16688b9edcd236c48c3159)

     ![Amica gradient składowe](https://gorecki.studio/_static/storage/uploads/2994d734-a5f8-4723-b905-25a0af5c48b4/amica-gradient-skladowe.png/crop_2560_1440_0_0,fm_png,q_80,w_1000/amica-gradient-skladowe.png?signature=43be96a88e1d536283043283f7925c2fee2de0f3094995d9707737ad794221b5)

     ![Amica typografia podstawowa](https://gorecki.studio/_static/storage/uploads/ef490020-24b6-45e4-af60-46b5bb5a431f/amica-typografia-podstawowa.png/crop_2560_1440_0_0,fm_png,q_80,w_1000/amica-typografia-podstawowa.png?signature=758de8c56ae0d5ea67b9d539d4138757f4feae34264f82862b06d74f18d939a6)

     ![Amica typografia uzupełniająca](https://gorecki.studio/_static/storage/uploads/3ae0b509-e182-472c-ae95-924a9e180d3f/amica-typografia-uzupelniajaca.png/crop_2560_1440_0_0,fm_png,q_80,w_1000/amica-typografia-uzupelniajaca.png?signature=47a99ed79111502331721c64a1194bd328c10a7f7c3404dc5c3128f0f331108d)

      ![Amica wizytówki](https://gorecki.studio/_static/storage/uploads/fe910da8-4849-4105-9332-237632640702/amica-wizytowki.jpg/crop_3004_3004_748_0,fm_jpg,q_80,w_1000/amica-wizytowki.jpg?signature=603f71e0c8796a2dbbdb9a356952734ece6a2121380211dc1844acb8c0fe362c)   Amica wizytówki       ![Amica materiały reklamowe papier firmowy](https://gorecki.studio/_static/storage/uploads/9fbae20d-9790-4cfd-a854-ae39af038e19/amica-materialy-reklamowe-papier-firmowy.jpg/crop_1688_1688_656_0,fm_jpg,q_80,w_1000/amica-materialy-reklamowe-papier-firmowy.jpg?signature=d677ebec2c09f820977b3a1ece2ff3d4263a917a089b66fc76a3805e8770b150)   Amica materiały reklamowe papier firmowy

      ![Amica materiały reklamowe papier firmowy budowa](https://gorecki.studio/_static/storage/uploads/ebbd69ad-fea5-46fb-be51-07487412f7f5/amica-materialy-reklamowe-papier-firmowy-budowa.png/crop_2560_1440_0_0,fm_png,q_80,w_1000/amica-materialy-reklamowe-papier-firmowy-budowa.png?signature=3a1046d30bf66adb70c22ea5f1fcb8dbe6845991faf613c0c89a899da3e0b6d9)    A Unique and Clear Visual Motif
---------------------------------

The new system includes a distinct and clean visual motif, new corporate fonts from the Uni and Lato families, a signature red gradient, and a tone of voice that bridges Amica’s modern technologies with the daily needs of its customers.

      ![Amica reklama wewnętrzna](https://gorecki.studio/_static/storage/uploads/60f582ef-4973-4369-a69b-96f12342c9d7/amica-reklama-wewnetrzna.jpg/crop_2560_2560_0_0,fm_jpg,q_80,w_1000/amica-reklama-wewnetrzna.jpg?signature=8bffd6d2460e7ed95e21a9585bc42b8eea24913e5bea02246b53be28c8353daa)   Amica reklama wewnętrzna       ![Amica reklama wewnętrzna w sklepach](https://gorecki.studio/_static/storage/uploads/808821e7-a4b4-4ce9-87a5-4ddd1247fe8e/amica-reklama-wewnetrzna-w-sklepach.jpg/crop_2560_2560_0_0,fm_jpg,q_80,w_1000/amica-reklama-wewnetrzna-w-sklepach.jpg?signature=c402904e34f54ce258cc66ce13a16af3a6566293c83844896e47c6ba1484fd59)   Amica reklama wewnętrzna w sklepach

     ![Amica key visual pion piekarnik](https://gorecki.studio/_static/storage/uploads/fa5cf3e5-e346-4faf-ada1-b321599b15b7/amica-key-visual-pion-piekarnik.png/crop_2560_1440_0_0,fm_png,q_80,w_1000/amica-key-visual-pion-piekarnik.png?signature=6e9c9289ad950a09fca4cc8819e19fbf4f2955a346c523841b3f161b55417e47)

     ![Amica key visual poziom piekarnik](https://gorecki.studio/_static/storage/uploads/15c20d2d-87ef-4bab-8af3-b042f93b573b/amica-key-visual-poziom-piekarnik.png/crop_2560_1440_0_0,fm_png,q_80,w_1000/amica-key-visual-poziom-piekarnik.png?signature=eecc7147b1e35919c95ddc71ba30e5adb2c6dafe19429da52ceeecee2862e085)

     ![Amica key visual pion lodówka](https://gorecki.studio/_static/storage/uploads/582c5975-48c7-44dc-ab99-3c82d1c93a7b/amica-key-visual-pion-lodowka.png/crop_2560_1440_0_0,fm_png,q_80,w_1000/amica-key-visual-pion-lodowka.png?signature=0b3678c85828a6e6824fdf9f5c1bfd51ccccd06214dbc6f860b9e87ea6310e08)

     ![Amica materiały promocyjne firmowe](https://gorecki.studio/_static/storage/uploads/f3654d5f-31d5-4a0f-bfae-1261b2cf9072/amica-materialy-promocyjne-firmowe.jpg/crop_5868_4435_125_0,fm_jpg,q_80,w_1000/amica-materialy-promocyjne-firmowe.jpg?signature=ae6a181508c70cd283ff051e22f0c4fd945a196997e17eed3ba59a8e52ae325b)

      ![Amica przykład ulotki](https://gorecki.studio/_static/storage/uploads/78c84416-2f19-490b-ac52-eb565067cd88/amica-przyklad-ulotki.jpg/crop_3000_2998_0_43,fm_jpg,q_80,w_1000/amica-przyklad-ulotki.jpg?signature=cb1f15bee035c5240fc39989208d08c42a873aa505affe33c6d0a915845c1635)   Amica przykład ulotki       ![Amica opakowanie pudełko przykład](https://gorecki.studio/_static/storage/uploads/8515da9a-1972-475a-9ce8-4b89ad76a19e/amica-opakowanie-pudelko-przyklad.jpg/crop_1541_1540_344_0,fm_jpg,q_80,w_1000/amica-opakowanie-pudelko-przyklad.jpg?signature=4e7b230fe6d8124f37288f837755aa1a613cece4a0340e89a555c5bdbd3a71a2)

     ![Amica reklama zewnętrzna produktowa](https://gorecki.studio/_static/storage/uploads/a9f42924-40e6-4a2c-a16e-69029da52169/amica-reklama-zewnetrzna-produktowa.jpg/crop_2040_1194_0_0,fm_jpg,q_80,w_1000/amica-reklama-zewnetrzna-produktowa.jpg?signature=ea32934bb611e2f89300c951f71f3b0bb6167f8ecebcb44400228bca0bcc11ae)

      ![Amica reklama zewnętrzna przystanek](https://gorecki.studio/_static/storage/uploads/db2b98a4-8b8c-452e-ab63-7e76449b03bd/amica-reklama-zewnetrzna-przystanek.jpg/crop_2606_2605_1291_0,fm_jpg,q_80,w_1000/amica-reklama-zewnetrzna-przystanek.jpg?signature=5fd41d4b16fc1faa02d9b756a0e14e986ef6312ba02a3d7bc67102d96279867f)   Amica reklama zewnętrzna przystanek       ![Amica przykład reklama zewnętrzna wizerunkowa](https://gorecki.studio/_static/storage/uploads/d4b29f3e-9714-4910-997c-0265687dc8b5/amica-przyklad-reklama-zewnetrzna-wizerunkowa.jpg/crop_1310_1310_914_268,fm_jpg,q_80,w_1000/amica-przyklad-reklama-zewnetrzna-wizerunkowa.jpg?signature=a5b7ad8d4908bbd536e85ce033c540e6e1e0ab3f6d068ea880d3760a3e829276)   Amica przykład reklama zewnętrzna wizerunkowa

     ![Amica reklama zewnętrzna billboard](https://gorecki.studio/_static/storage/uploads/bdc9c256-b320-4a8d-a86f-d2ca2536e6fc/amica-reklama-zewnetrzna-billboard.jpg/crop_1462_974_0_0,fm_jpg,q_80,w_1000/amica-reklama-zewnetrzna-billboard.jpg?signature=4b5a4598361f294208b45770b50154e2a433da160c677ecf68cec3d5373803c4)

  Outcomes
----------

The rebranding was well received by both consumers and industry professionals. The refreshed identity and updated communication strategy effectively reinforced Amica’s role as a brand that delivers thoughtful, life-enhancing solutions — every single day.

     ![Amica social media](https://gorecki.studio/_static/storage/uploads/d31c1918-105b-42d1-9360-ffdc5992f7f5/amica-social-media.jpg/crop_3000_3000_0_0,fm_jpg,q_80,w_1000/amica-social-media.jpg?signature=48b46884c4cd4c8de90b3f2849cf7c95a66250db7687013cbe88c6f3ad7bea8e)

     ![Amica reklamy digitalowe](https://gorecki.studio/_static/storage/uploads/ebf5b9c1-bc5c-4d99-9c68-a52cd689b0d9/amica-reklamy-digitalowe.png/crop_2560_1440_0_0,fm_png,q_80,w_1000/amica-reklamy-digitalowe.png?signature=c548ef59f9d785f33e701797b0ecc4537be75a4d0082a57cbac517a74a3932b0)

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  Credits

   Agency   NuOrder

  Art Director   Przemysław Górecki

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