Siemens PLM Software, a business unit of Siemens AG – a global powerhouse focusing on the areas of electrification, automation, and digitalization – engaged Brandsymbol, an already established partner with Siemens Healthcare, to develop a Verbal Brand Identity for their new, innovative sketching app. This app required a name that would leverage the foundational and historic significance of the Siemens brand in order to reach professional engineers and designers, while still maintaining an approachable identity that could extend to hobbyists and the general public.

Brandsymbol delivered the Verbal Brand Identity Catchbook; a hybrid neologism that captures the new app’s technology, which allows users to accurately sketch and share ideas, while successfully speaking to both the expert and the amateur. The Catchbook identity’s ability to align with terminology that immediately associates it with an established platform, while combining the concept of “capturing” imagery with the app, is a brand that will consistently and effectively communicate with both of these desired audiences.

Catchbook has become a defining term for accurate digital drawings produced by professionals and hobbyists alike. Its omnipresence on phones, tablets, and desktops, along with its cross-platform support that makes drawings easy to share, have all been led by the clear, consistent, and compelling Verbal Brand identity.