thyssenkrupp have undergone a rebranding, using a single, common brand the world over. This redevelopment reflects the transformation of the Essen-based technology company to a diversified industrial group. “thyssenkrupp has changed in recent years. We are a different company today. We have become more diversified and as a result more stable,” says Dr. Heinrich Hiesinger, CEO of thyssenkrupp.
“However, we are not yet perceived everywhere as the high-performance industrial group we are and want to become even more. That’s why we decided to redevelop the brand,” adds communications chief Alexander Wilke.
The new brand places the focus on customers and communicates the company’s positioning as a diversified industrial group, along with its aspiration to work in an integrated way.
The new branding is based on a survey of more that 6000 customers, employees, applicants, investors, works council members, public figures and consumers, and builds on the image of the company as a reliable producer of high-quality engineering and products.
The new brand condenses what thyssenkrupp stands for in a logo, a slogan, and new colours. Wilke stated “but these are only the visible elements of our brand. At its core is our brand promise – because it places the focus on customers and says how we want to advance them.”
“The new brand does not mean that we have reached the end of our transformation. But it is designed to give a further boost to our change process both inside and outside the company,” Hiesinger continues. That is why thyssenkrupp will use one common brand in the future. Over 180 different brand identities currently exist side-by-side within the Group. That results in complexity and an inefficient use of resources. The single brand will create a unified image among customers and employees.
This is also underlined by the new logo. The Thyssen and Krupp signets, previously separate, now form a single element. The new slogan engineering. tomorrow. together. condenses the brand promise “and describes in three words who we are, what we do and how we do it,” says Wilke. The new brand deliberately represents an evolution.
The new branding will be introduced gradually and in accordance with the company’s financial situation, with vehicles, clothing, stationary etc. only appearing in the new look when they are due to be replaced.
Adapted from press release by Rebecca Bowden
Read the article online at: https://www.worldcement.com/europe-cis/19112015/thyssenkrupp-redevelop-brand-30/