Symrise
When two greats become one
Their products were literally on everyone's lips: Haarmann & Reimer and Dragoco were among the world's leading companies for fragrances and flavors, with a combined history spanning over 213 years. In 2003, the former competitors merged to form a new company.
The big challenge from a branding perspective: How could the identity and tradition of both companies be preserved in terms of both external and internal perception, while at the same time presenting a confident new image?
In addition to a new visual identity, the newly formed company also needed a new name. Business World was awarded this complex task and developed the new name “Symrise.” HLZ, as a strategic design partner, developed the company logo and the entire visual design system.
For the logo, Heine Lenz Zizka combined the existing logos featuring a hummingbird and a dragon—a clear symbol of the two companies' roots, but also of the synergies created by the merger.
Heine Lenz Zizka and Business World accompanied the global brand launch and registration of the company name and logo. Symrise's IPO was the largest and most successful in 2003. Today, Symrise is a DAX-listed company and one of the world's leading companies in the fragrance and flavor industry. The brand image developed by HLZ remains in place to this day.
