Independent Voice Brand Identity

Early in its history, voice-recognition pioneer Nuance faced one set of branding hurdles: revamping its startup image to establish leadership and credibility. At that point, we developed the distinctive quotation-mark identity and communications that emphasized Nuance’s proven voice technology.

Recently a merger with ScanSoft presented Nuance with a new challenge: how to reposition itself as the only independent, global provider of voice solutions. Landkamer Partners then developed a comprehensive new brand communications program signaling that independent message on all materials. We updated the quotation-mark signature colors to further distinguish Nuance in the voice recognition space. We also were engaged to create an updated corporate literature system that would allow for flexible formatting but that would consistently echo the heritage quotation-mark forms of the Nuance symbol.

Program Scope

Brand Assessment
Strategy Development / Planning
Brand Identity Elements
Brand Communications Program
Brand Image Library Development
Brand Style Guide
Application to Website

Results

The elements, visual language and standards of the new brand identity program Landkamer Partners developed, including the green color palette, has been implemented on all Nuance and Nuance-owned brands and products such as Dragon Naturally Speaking packaging and software interface, the Dragon Mobile iPad / iPhone application, as well as Dragon Medical applications and other products.

Nuance has grown into a $1.2 billion global independent voice powerhouse with sales in more than 70 countries. The company now has exceeded 6,000 employees. Nearly two-thirds of Fortune 100 companies now rely on Nuance. There are over 22 million registered users of Nuance desktop solutions.