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Philips said that the new brand slogan is rooted in Philips' philosophy that only innovation based on consumer needs and desire for insight can make sense. At the same time, the new design of the famous Philips Shield logo was displayed on the front of the Amsterdam Global Headquarters building. 
The Philips Shield logo has been in use since the 1930s, and in subsequent developments, the Shield logo has not been valued, and the logo has been used throughout the product. Recently, Philips has re-constructed and designed the shield logo and designed it with a golden section. Philips pointed out that innovation was already part of DNA when the first bulb was introduced more than 120 years ago. I believe that the new brand positioning can better reflect the mission of “improving people's lives with meaningful innovationâ€. 
Philips emphasizes that being a technology company is committed to bringing innovation that is relevant to people and driving future growth. Committed to enabling more people to enjoy affordable health care services through innovation; enabling LED energy efficient lighting solutions to better improve people's lives and make the world more sustainable. 
Philips launches new brand slogan and new LOGO design
On November 13, Philips officially released a new brand positioning. The new brand positioning inherits the fine tradition of “making people meaningful innovationâ€. As part of the new brand positioning, Philips' new brand slogan “Innovation for You†was also released.