In 2004 Philips launched its new brand positioning ‘Sense and Simplicity’. To articulate this positioning through design, Philips Design works according to the High Design process; a multidisciplinary and humancentered approach that led to breakthroughs like ‘Vision of the Future’.
From Aesthetic Trends to New Value Signs
Brechje VissersPhilips Design, Netherlands
The Philips brand positioning of 'Sense and Simplicity' is based around three pillars: 'Designed around You'; 'Easy to Experience'; and 'Advanced'. Delivering...