The Linde Suite

Info

The Linde Group is one of the world’s leading gas and engineering companies, with a presence in more than 100 countries. The group manages a number of subsidiaries and brands, each of which has its own individual history. Linde employs around 48,000 people from a wide variety of different cultures – with different traditions, languages, creeds and ways of working. So what divides them is not nearly as important as what they have in common: shared values, principles and visions. And above all, a new way to express all this.

Starting situation

The company was looking for an element which could create an identity in order to make the group’s strong sense of together-ness into a feeling that can be emotionally experienced. And one whose uniqueness can be understood in multicultural, cross-border and intuitive terms. That is why Linde chose amp, with its unusual form of expression: a perfect declination of acoustic branding. After all, music is a universal language that can convey emotion, tradition and values faster than any other means of communication.

Implementation

The cornerstone of this acoustic identity is the catchy, versatile Linde theme, which grows into a four-movement suite. The music is played by a classical symphony orchestra, supplemented by ethnic and electronic instruments. This takes you on an awe-inspiring journey through four epochs and the most important phases of the company’s history. The music joins tradition with the future, reflects the company’s values, can be used all over the world and can be performed by a wide variety of different ensembles.

Result

The Linde Suite was set up by amp as an international project. Los Angeles, Vancouver, Cologne, Munich and Bratislava contributed as stations to the realization of a musical work where the composer, orchestration, arranger, orchestra and the agency contributed to an international product. The Suite is used as the basis for the production of other components of the acoustic branding and as an emotional and effective staging used for worldwide events (corporate events, brand merger events, award ceremonies, etc.) to make the Linde spirit a memorable and lasting experience. An experience that all Linde employees worldwide are supposed to share. After the successful premiere at the Linde Management Conference 2010, the Linde Suite was sent as CD to all employees around the globe – as audible evidence of a common identity and accompanied by a personal greeting from the CEO.