From B·A·D to great
Best of Best
Excellence in Brand Strategy and Creation
Brand Revival of the Year
Credits
Company / Customer
Details
B·A·D Gesundheitsvorsorge und Sicherheitstechnik GmbH has become BG prevent – a complete rebranding of the corporate and employer brand of the B2B market leader for workplace health and safety. Since 1 July 2025, BG prevent has incorporated the company’s mission in its name as well: We shape prevention. This marks a full transformation from a rather dusty image to a fresh and distinctive brand – from brand strategy to logo, design and both internal and external communications. Customers and employees alike are impressed by the consistent rollout across all touchpoints, from the website and trade fair presence to the redesign of 150 locations. Photo credits: Christof Mattes, FRAITAG.
The Jury‘s Statement
When an established market position seeks to keep pace with the company’s actual expertise in terms of language and imagery, revitalising a brand requires more than just a new visual identity. The transition from B·A·D to BG prevent is based on a carefully crafted repositioning that sharpens the brand’s core and clearly embeds it in the name itself. The fact that the innovative identity goes beyond the use of symbols and colour schemes makes this project particularly strong in its category: corporate design, tone of voice, spatial applications and employer communications all follow a common logic, transforming the brand from an abstract acronym into a comprehensible identity. The depth of implementation is also crucial. The transformation has been firmly established internally and rolled out externally with great consistency across all touchpoints. In this way, the brand gains not only a new visual identity, but also a robust framework for its mission to make safe workplaces and prevention the cornerstones of corporate success.
