Our new image film "Sense the power of light"
A vision in motion – ams OSRAM’s new image film “Sense the power of light” is the latest puzzle piece in our updated corporate identity. We spoke with Bernd Hops, Head of Corporate Communications, about the ongoing transformation of the company and the power of words.
ams OSRAM has recently published a new image film. What is it about?
The video is basically about the fascination for light. It is a visual reflection of our company slogan “Sense the power of light”. We invite viewers into the world of ams OSRAM, bringing to life the unique way light and sensor technology shape a safer, smarter, and more sustainable world.
"We inspire people"
How does the film connect to the corporate identity?
The image film is the next step in our updated corporate identity, following the new vision, mission, slogan and corporate presentation. In a first step, we had translated our strategy and technology focus into a slogan that resonates – “Sense the power of light”. The video now visually tells the story of how light and sensors empower new ideas, new applications and new ways forward. This isn’t a product showcase, it’s a glimpse into how our company’s purpose and technologies help improve everyday lives.
What was the reason for coming up with a new corporate identity and how was it developed?
We have to look back a bit. It was about two years ago, that our journey started. The new Management Board initiated a strategic realignment of the company. The aim has been to focus ams OSRAM on its profitable and growing core. When a company changes its focus so fundamentally, its identity should be updated to reflect these strategic changes.
A corporate identity is made up of a number of elements: vision, mission, slogan, values, and leadership principles. They define what a company stands for and provide guidance for employees, customers, shareholders. In a joint approach by Human Resources and Corporate Communications, we decided to tackle these elements completely in-house and step by step. We also took a very inclusive approach that involved employees from various regions, functions, and levels. From these discussions, we developed three alternatives, which were reviewed and voted on by our top 100 leaders. This approach ensured that our new corporate identity is rooted in a broad base.
How does the company slogan “Sense the power of light” reflect ams OSRAM’s identity?
“Sense the power of light” truly captures what we do at ams OSRAM. We harness the power of light and the combination of lighting and sensing technologies to inspire people. It’s not just words, it’s a reflection of our core purpose. We make light intelligent. By combining emitters, sensors and software, we allow humans and machines to capture their environment and to make, literally, sense of it. We invite customers, partners, or potential employees to experience the exciting potential of this broad and complimentary portfolio. Like our vision and mission, the slogan quickly summarizes what you can expect when working with us.
Speaking of vision, what does it mean to you personally?
Our vision, “Inspire people with innovative light and sensor solutions,” is fundamentally about inspiration. We want to inspire our customers and all stakeholders with groundbreaking innovations they may not have even imagined yet. It’s about recognizing the immense potential of game-changing lighting and sensing technologies we have as a company and about unleashing that potential to make life better. We are not just a company that produces light emitters and sensors, we’re driven by a desire to innovate in ways that transform everyday life.
Making life better is a core part of your mission. How does this mission align with the vision and what else does it hold?
A vision paints an ambitious picture of the future of a company and its offering. The mission is about how we get there – our guiding principles, core beliefs, purpose. Why does ams OSRAM exist and how do we contribute to society? We believe in making a difference for our customers through deep engineering expertise, a broad portfolio, and long-term partnerships. Customers trust us because of our innovation power and manufacturing capabilities. But our responsibility extends beyond business; our efficient products contribute to a more sustainable world, making it safer, smarter, and better for everyone. To capture this fully and emotionally, we developed our new image film.