Siemens' new brand identity.

HA NOI (Biz Hub) — Germany's Siemens AG, one of the largest engineering companies in Europe, has unveiled its new brand identity, called "Ingenuity for life".

"Ingenuity for life" sums up what Siemens has stood for ever since its founder Werner von Siemens produced his trailblazing inventions -- timeless engineering expertise, social values and genius, the company said in its statement.

Siemens President and CEO Joe Kaeser said, "For me, ‘ingenuity' means engineering expertise, entrepreneurial spirit, the power of innovation and the willingness to give our best for society on a daily basis. ‘For life' means that in every generation, we at Siemens create long-term value -- for the individual customer, employee, citizen and society as a whole."

With the strengthening of its global brand appearance and the related positioning, Siemens will be focusing on electrification, automation and digitalisation.

"Our competencies in electrification, automation and digitalisation will support Viet Nam build its basic infrastructure and turn megacities Ha Noi and HCM City into world class cities. Together with our customers, we are proud to make the lives of the Vietnamese people better. This is ‘Ingenuity for life'," Siemens Vietnam President and CEO Pham Thai Lai said. — VNS