Charging a brand – with positive energy

E-Fuso, Corporate Identity, 2018


FUSO is part of the world’s largest commercial vehicle manufacturer – Daimler. In order to take on responsibility in the transport industry, Daimler enhanced the existing FUSO brand and expanded it to embrace the electric product brand: E-FUSO. Our task was to transport this development through a comprehensive corporate design.


Under the motto »making the world a better place with positive energy«, an identity was created in close cooperation with our strategy department that charges the entire brand world with positive energy. The inspiration came from elements of Japanese origin, such as 45° patterns from traditional wood craftsmanship and a clean, futuristic design language. We defined the main attributes of the design as: Clean, Dynamic, Natural, Positive, Charged.


We bundled the new brand identity in a wide-ranging brand book that carries the vision across all touchpoints, both visually and in terms of content. The core is a trademark that is composed of natural forms, plus a customized font kit and a design concept that energizes the entire brand right down to the DNA.

The perfect angle
The basic principle of the design was: 45°. The half right angle runs through the entire design from the room to the communication. This perfect slope stands for dynamism, clarity, precision and the Japanese heritage.


Konzeption, Logo Design, Corporate Identity, Corporate Design, Editorial Design, Productbranding, Motion Graphics, Copy Writing, Textkonzeption