Aarau, Switzerland – 15 March 2018 – Digital asset management software maker Picturepark® launched its new brand identity today. This marks the beginning of their change in market positioning from purely Digital Asset Management (DAM) to more transactional “Content Routing”.
New Picturepark Brand Identity
“Since the beginning in 2000, we followed our own vision in the market. A core guiding principle has always been that information is only of real value when it’s exchanged. Only content that is shared or transacted offers the world any value,” says Bruno Jehle, Chairman of the Board and founder.
The new logo symbolizes layers of metadata and the flow of information, something Picturepark calls “content routing” – a key concept term for their upcoming new software product, the Picturepark Content Platform.
“Content needs be brought from its points of creation to where it’s used – fast, reliable and scalable. Adaptive Metadata™ is a key enabler for providing the right context to any user at any time – and controlling the content flow,” continues Ramon Forster.
The new brand identity was developed by a freelance network of design artists, lead by Swiss graphic designer Camil Haemmerle: “The redesign for Picturepark was a challenging task in the sense that we were not creating a Corporate Design for a startup but rather revise and evolve a brand that is established in the market for years. It is a company with strong core values in the process of reinventing itself, and the market.”
The rebranding comes ahead of the release of the Content Platform, announced for summer this year. The Picturepark Content Platform extends the company’s Digital Asset Management software, Picturepark DAM, and will complement it with the capabilities for managing any kind of structured master data, essentially enabling its use in areas such as Product Information Management (PIM), Headless Content Management (H/CMS) or Digital Asset Management (DAM)”.
“Files have been what Picturepark managed for two decades. But today, managing content stored in files is not enough anymore. Content has become remote and fileless, taking all kinds of shapes while it continues to grow at an ever faster pace. This makes its management more challenging than ever before”, continues Ramon Forster. “Picturepark software helps customers and partners build new content driven solutions or products – API first and the way they want.”
Picturepark content systems enable organizations to connect, manage and route content from the points of creation to where it’s needed, helping them to cope better with their ever growing amount of content.
Available in the Cloud (SaaS), on-premise or hybrid, Picturepark manages file-based and fileless content in a strictly-structured way, featuring content management innovations such as Adaptive Metadata™, semantic relationships and microsites. Designed API-first and based on a modern technology stack, Picturepark combines the primary benefits of master data (MDM), product information (PIM), digital asset (DAM) and headless content management. As such, Picturepark can act as an “enterprise content integration bus” to other systems or be used stand-alone, enabling customers and partners to build exactly those content-driven solutions they need.