THE IDENTITY POWERHOUSE
We are an owner-managed design agency based in Hamburg. We help our clients to develop the power of their brand. We’d like to give you an idea of where our power comes from.
Germany will be hosting the 2019 Handball World Championship and the 2024 European Handball Championship, two major events within a relatively brief time. So, the German Handball Federation (DHB) is taking the opportunity to do a brand refresh. The one taking charge of the strategic realignment and the new corporate design is MUTABOR, the leading house for design and transformation.
Building on the DHB’s strategic objectives and realizations, MUTABOR has sharpened the federation’s identity and developed a holistic brand model and mission statement. The new brand core: “We make you strong,” unites the common values of all associated members, players and honorary officials and emphasizes the integrative power that handball offers. The brand core finds its visual translation in a circle: a sports symbol of strength, community and dynamism. It is not completely filled in, but rather, as a symbol of the federation’s code of values, it is always open and transparent in its communication. This circle, as a core element, can now be found on all their means of communication. Clear messages, a new colors and a fresh visual language round off the design. The updated website is now live.
On 18 December 2018, a 30-year countdown started. The sad projection: By 2048 the seas will be empty. The NGO FishAct is fighting against overfishing and illegal fishing. MUTABOR provides pro bono support to FishAct, previously known as The Black Fish, in the development of a new corporate design including naming, logo, digital out-of-home campaign and a new internet presence. The campaign will be rolled out in spring 2019.
The logo shows a school of 30 still visible fish. As a symbol for their disappearance, one fish fades every year until the countdown of 30 years is over. The extinction of the fish logo is based on real research on fish stocks. The good news is that negative development can be stopped and fish can return to the logo with the support of FishAct.
Everything’s new at the Art Directors Club for Germany (ADC): Just recently, Germany’s Club of creative minds elected Heinrich Paravicini as its new president and showcased a fresh corporate design. Now the ADC app with its new look is available for iOS and Android. A special feature is the unmistakable sound logo, which is made up of the notes A, D and C. The new app is now also available for iOS and Android. With the relaunch, all ADC news about trends, upcoming events and seminars are now available in the app. The program planner and other features will start just in time for the ADC festival in Hamburg on May 23rd and 24th. MUTABOR’s Digital Unit is responsible for the design and programming.
For the third time in five years, CLARIANT’s Integrated Annual Report wins in the Swiss Annual Report Rating. The lead agency for the successful, holistic design concept is MUTABOR, who created the report together with Kammann Rossi, Nexxar and Sustainserv. With the name “All in One,” the design concept focuses on numbers. The design links the reporting and narrative levels through storytelling and impressive images. The jury says: “In about 170 pages, the company succeeds in conclusively presenting its key value drivers, giving a “big picture” of Clariant for all stakeholders. As the jury, we have concluded: This is a very convincing integrated reporting system.” (Hans-Peter Nehmer, Jury President Annual Report Rating).
“All in One” was not only the Swiss Annual Report Rating “Report of the Year,” but also scored points in the Red Dot and BCM Awards. Click here for more case details.
After 17 years in the club and 6 years of membership in the ADC Presidium as a board member for Design, our co-founder and owner has accepted the role of president for the most important creative club in the German-speaking world. Paravicini’s presidency is also of great benefit to MUTABOR. Both the expanding of our worldwide creative network and having new insights into industry news and topics will help us and our customers be on the cutting edge of design in their businesses.
This means that from now on a real communication designer will run the club. Already a few weeks ago, the ADC presented its new corporate identity, which – not by chance – was developed by an ADC designer team under the leadership of Heinrich Paravicini. As the owner of MUTABOR, he brings not only brand competence but also a great deal of know-how in several areas of communication, such as editorial, trade fair and event communication as well as digital – all of which are specialist areas of the ADC.
Advertiser Stefan Vogel will be succeeded by a president who will represent the younger disciplines of the more than 700-members club. His agenda focuses on strengthening the members as industry personalities and on improving the communication culture in Germany.
Inspiration at eye level
“If we want to contribute to making excellent communication the topic for our society and the corporate and meeting culture in our country, then we will also be genuine discussion partners for business and society. We must not be advocates of just any kind of creative service, but must offer inspiration at eye level,” says Paravicini.
The new design concept puts the logo at the center of its communications. A logical step, as the community has always been the center of this Hamburg insurer’s activities. The new logo now illustrates the principle of reciprocity with even more clarity.
The new logo shows in pictographic representation a union of three persons, who reach out to themselves within the community and out to new members. Community as a pictorial message moves into the center of communication for all media. The concentric design principle is based on a smart formula that establishes the central position of the logo and the essential design features. All design elements are responsive and are aligned with the central logo area. Thus, the new HanseMerkur CD is ready for all touchpoints, whether digital or print, whether today or in the future.
The development process of the new image comprises a holistic approach, which infuses the complete design with identity based on the brand strategy. In addition to the classic elements, such as logo design, the creation of a word/image mark, typography and the development of a harmonious color and image language, the aim was to find forward-looking solutions for the demands of digitization and to create a design principle that guarantees uniform and consistent implementation for all touchpoints.
140 strong identities work at MUTABOR. We believe that you can always achieve more in a team than you can alone. Here, anyone can be the catalyst that moves us and our clients further. In our agency, good ideas are not bound by hierarchies.
Over 60% of the staff here are women.
We have 4 to 5 dogs a day in the agency.
Every month, over 1000 liters of coffee are drunk.
We work with 100 Macs and 20 PCs
If you ride a folding bike, you can join the gang here.
We have 1600 darts for 23 Nerf Guns.
We’ve walked away with almost 500 awards since we started.
71 meat eaters meet 12 vegetarians.
320 terabytes of good ideas are stored on our servers.
Our longest serving #MUTABORIAN has been here for 19 years.
22 architects work here.
A single falls in love at MUTABOR every 408 days.
MUTABOR is owner-managed, independent and proud of it. The origins of the agency lie in the years of study shared by founders Johannes Plass and Heinrich Paravicini. In 1993, they developed the graphics magazine of the same name at the Muthesius University of Fine Arts and Design in Kiel. Today, around 20 years later, MUTABOR is one of Germany’s most successful design agencies.
“HEINRICH IS MUTABOR’S CREATIVE HEART, HE DRIVES ME FORWARD.”
Johannes Plass on Heinrich Paravicini
“JOHANNES IS NOT ONLY A LIKE-MINDED PARTNER AND MOTIVATOR, HE’S SIMPLY MY BEST FRIEND.”
Heinrich Paravicini on Johannes Plass
We work for our clients, not to achieve rankings. If we also win awards with our work, we’re delighted, of course.
Number 1 in the rankings of owner-run German agencies with the highest sales revenues.
Number 3 of the most creative design agencies based on points for creativity.