A future needs a past
Koenig & Bauer, Brand Relaunch, 2017
Koenig & Bauer AG (KBA for short) is a company of pioneers who, in start-up style, opened up a completely new sector 200 years ago which it is still developing today. Since then, tradition and innovation have been indissolubly linked at KBA. To mark its 200th birthday, the company asked MUTABOR to refocus the brand strategically for the future. A completely new image was to cover all internal and external touchpoints: from the name through corporate design and corporate publishing to the product design of the printing machines. In addition, the 200th anniversary was selected as the right setting for the brand relaunch with an extensive campaign.
The communication was based on an integrated communication and design concept. The idea: KBA would return to its original company name of Koenig & Bauer. By naming the founding fathers, the company places the human element back at the focus of attention. On the one hand, this means the employees, who are to be made proud to be part of a major corporation with such a rich history. On the other, it means the customers who will feel the power of the brand, though new communication methods; thanks to the new product designs, simply looking at the machines themselves will become a brand experience. The close connection between Koenig & Bauer and their customers, their staff and the themes of the future is the core of the communication. The motto is: We bring together the things that take our customers forward.
The center of the brand identity is the specially developed »Et« symbol of the word mark. It not only links the two founding fathers; it also symbolizes the close connection with customers, employees and the future. The new claim, »we’re on it« underlines this: Koenig & Bauer is not only technically able to print on all sorts of different surfaces; it is also the pioneer and driving force for a whole sector of industry. The entire corporate design, for which a comprehensive guideline tool was developed, is based on this mindset – down to the tiniest detail: The logo embodies attitude and high standards. The primary color blue links the high-quality image with the feeling of accessibility. The shape of the typography combines a technical impression with human forms.
Product design The shape of the machines of the future follows geometric forms that express clarity and self-confidence. And the user-centered interface design allows the quality of the brand to be experienced every day.
Anniversary box The focus of the Anniversary campaign is a 2 kg Anniversary Box comprising a book, 13 posters and a magazine. The box tells the story of the »people«, »machines« and »ideas« that define the company
The Koenig & Bauer image film shows the new brand identity in motion. The film creates exactly the connection for which the company stands: Between an illustrious past and a pioneering future.
Logo design, corporate identity, corporate design, brand design, packaging design, brand guidelines, photo production, type design, on-air graphics, illustration, pictogram design, motion graphics, communication measures, web design, digital branding, copy writing, copy editing, text conception, content marketing, infographics, storytelling, film production, directing, Brand strategy, strategic analysis, target group analysis, trend analysis, brand positioning, brand model, brand architecture, claim
Grauel Publishing, Design3