5 March 2003
DKV Becomes "The Health Company"

MetaDesign supports the transformation process, developing a new corporate design system for Europe's largest private health insurance carrier

DKV Deutsche Krankenversicherung AG, a company in the ERGO Insurance Group, is repositioning itself in the market.
Europe's largest private health insurance carrier is evolving into a health enterprise that provides insurance, health services and medical care from one source. This forward-looking strategy must be backed up by the brand and corporate presence.
The Berlin-based branding agency MetaDesign has developed DKV's new image, which was unveiled at the company's annual press conference on 20 February 2003 in Cologne.
The health market is the market of the future. DKV intends to gain and expand market share in rapidly growing fields such as disease prevention. This process of re-orientation has made a new visual identity necessary.

"DKV is a company that has had the courage to invest in the future despite the difficult economic conditions. It recognizes the value of identity-promoting corporate design processes as strategic instruments of management," says Uli Mayer-Johanssen, MetaDesign's chief design officer.
After conducting a brand clarification process with DKV, MetaDesign created a new corporate design system and a new logo. These emphasize the credibility of the company's new position and enhance its appeal.
Public opinion polls carried out by the market research institute Infratest have confirmed the success of the project.
DKV's new image is symbolic of future tasks. This applies not only to the parent company, but also to the new business divisions, which offer a broad range of future-oriented services.
The corporate design system is thus a strategic instrument and crucial success factor, ensuring a forward-looking, clear profile in the market.