Thieme Extends Use of Corporate Colors “Blue, Blue, White” to International Products
Effective immediately, Thieme rolls out internationally a single set of corporate colors – “blue, blue, white”. The striking Thieme tricolor replaces the blue-silver branding that formerly distinguished Thieme’s international publications. With products in all languages now in blue-blue-white, the leading medical publisher now has a globally consistent branding.
“We now have a single, world-wide brand, across all products in all media,” says Brian D. Scanlan, President of Thieme Publishers, the international arm of the Thieme Publishing Group. The slogan for the new brand introduction is, “You can’t judge a book by its cover – unless it’s from Thieme.” As Scanlan explains, “the distinctive new blue-blue-white tricolor will continue our decades-long tradition of beautifully illustrated, didactic medical books with the high production values our customers expect.” In the German-speaking markets, the three colors have long become synonymous with supreme quality, reliability, and medical expertise.
All upcoming international titles will feature the new, blue-blue-white design. In early April, the new edition of the top title Atlas of Anatomy by Anne M. Gilroy and Brian R. MacPherson was first introduced with the new blue-blue-white cover at FASEB’s annual meeting in San Diego. It was followed by the presentation of the best-selling Handbook of Neurosurgery by Mark S. Greenberg – also in blue-blue-white – during the Annual Meeting of the American Association of Neurological Surgeons in Chicago in May. The websites thieme.com and Thieme’s English-language online products including Thieme eNeurosurgery, Thieme MyCourse and the Thieme Teaching Assistant, also now feature the new design.
Extensive marketing initiatives support the introduction of the new blue-blue-white design on the international markets. As of last month, Thieme’s booth design for international conferences and exhibitions also boasts the new branding. In addition, Thieme will hand out information brochures and giveaways during these events. Authors, editors, and business partners have been informed via email. A social media campaign is underway.
Dr. h. c. Albrecht Hauff, CEO of the Thieme Publishing Group welcomes the redesign decision: “I am excited to expand the reach for the strong message that blue-blue-white carries in the German-speaking markets.”
Thieme owes its leading position on the international markets in particular to its English-language publications on neurosurgery, ENT surgery, orthopedic surgery, and radiology. The international division at Thieme releases more than 80 new English-language books each year, plus more than 50 journals, many of them under open access licenses. Thieme maintains offices in ten cities including New York, Delhi, Rio de Janeiro and Stuttgart/Germany. For the Latin American markets, the publishing house is developing a growing portfolio of books and journals in Portuguese. Modern online products for students and clinical practitioners, including the website WinkingSkull.com and the platform Thieme eSpine, complete the range.