Philips launches new look

Philips, no longer an electronics maker, launches new logo and slogan

Associated Press
Philips launches new look
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Spectators take photos as they watch the new company logo and branding campaign of Royal Philips NV projected onto their headquarters building in Amsterdam, Netherlands, Wednesday Nov. 13, 2013. The campaign portrays Philips as an innovation company. (AP Photo/Peter Dejong)

AMSTERDAM (AP) -- Royal Philips NV has launched a new version of its shield-shaped corporate logo and a new slogan "innovation and you."

The moves come after the company ditched the word "electronics" from its name earlier this year.

Philips, founded in 1891, was once one of Europe's largest consumer electronics manufacturing companies. But it is now best known as the world's largest lighting maker and as a major player in high-end medical scanners.

Many consumer products bearing the Philips name are actually made by Asian manufacturers.

The new logo retains its familiar two waves, but accentuates their curves, and four stars representing lights.

CEO Frans van Houten said the slogan reflect the company's ambition to be known as a 21st century technology company that makes products that improve people's "well-being."

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