The Italian company Amplifon is a worldwide leader in the manufacturing of hearing aids. The Amplifon name is used for most subsidiaries in Europe, while other names are used in other parts of the world (the American subsidiary is called Miracle Ear). This week, the company launched a new corporate identity, created by Landor Milan.
The new identity positions Amplifon for a new generation of hearing-impaired, namely ageing baby boomers. It does this by focusing on the positive aspects of sound, thereby shifting focus from the negative aspects of hearing-loss through the tagline "Hear, Feel, Live".