How it all began - Building the brand evonos

Even though we thought through the brand evonos 10 years ago, that doesn't mean there haven't been major changes since then. In this retrospect we look back at the process of name finding and logo development, the core disciplines in building a new brand.

While our logo and claim have evolved over the years, our company name has always remained the same. Today, as in the past, it expresses the competence we identify ourselves with. evonos stands for "evolution of neurosurgery orthopedic and spine" - the idea for this name traces back to Jörg Mans himself, one of our CEOs. Even though we are now completely specialized in the progress of neurosurgery, the name still fits us and our vision. After all, neurosurgery is closely related to the medical discipline of orthopedics and spine.

The prefix evo, which is also found at the beginning of all our product names, was particularly important to us. evo, coming from evolution, implies evonos' claim to advance medical technology, to think in new directions and to create real innovations.

Our logo – A varied journey

Our first evonos logo was created by a small agency in Karlsruhe when the company was founded in 2012. After a short time, however, the logo seemed too pale and rather inconspicuous – but we wanted to stand out from the crowd. The claim was also too undifferentiated because it did not refer specifically to medical technology, but only to technology in general.

That's why, just one year later, we commissioned another agency to reinterpret our logo. They designed both the gray font color and the turquoise o much stronger and developed a new claim. The specification medical technology now accurately delimited evonos' industry. The addition at the head pointed to our neurosurgical focus, but also left room for further interpretation and ambiguity.

Then, in 2016, the most fundamental change took place. The new look was intended to express a noble simplicity that better represented our brand. The turquoise color gave way, the lettering became narrower, the claim remained. However, at trade fairs we quickly recognized the shortcoming of this reduced design: compared to our competitors, we did not stand out enough.

So in 2018, another agency revised our logo. To make it more eye-catching, it was given an orange color highlight. Instead of recognition value, however, the strong color was not as special as we thought and the unique selling point we thought we had quickly lost its effect.

We have been using the logo that you see today on our website, flyer and trade shows since 2020, when it was created by Schindler Parent. The design is strongly based on the typography from 2016, but develops the design concept further. Because the lettering from back then was too delicate and easily overlooked, the logo was given new strength and vigor.

In this way, it radiates the self-confidence that we have successfully built up over the years. The previous claim was questioned and ultimately eliminated in order to better emphasize the independence of evonos.

The brand name evonos now comes into its own much more because an additional text foundation has been completely dispensed with. The letters have been minimally pushed together and together with the line reinforcement, the logo now appears more compact and concise. A second stand-out color was dispensed with, true to the motto: subtle, but high-quality - homogeneous, but expressive.

Since the brand as a whole is often staged in black, white, and gray tones, reflecting the high-quality character of our products, our logo will also be perfectly in line with our brand identity from 2020.

We would say: It was a longer journey - but we have arrived and it was worth it.

We celebrate 10 years of company anniversary

More milestones and interesting facts about our 10-year company history will soon be available here.