Kurt König, Corporate Design, 2017
The goal of construction machinery distributor Kurt König was to become the most progressive family firm as a partner to construction companies, small trades and industry. MUTABOR division supported the company along the way by providing both strategy and design. A new corporate identity was to form the basis of all design activities and open the door to a new, service-oriented form of communication.
MUTABOR worked closely with the management and staff of Kurt König to develop the new brand strategy and, based on this, the new visual identity of the company. The design focused on the crucial touchpoints between Kurt König and its customers. Themes such as personalized service, 24-hour availability and new, innovative tool-sharing ideas formed the basis for a modular, forward-looking image.
Kurt König’s customers shape and create the environment around all of us. The company decided that its mission was to support them specifically in this: “Our task is to create the best framework”. Problem solved – and so it is for the logo too: As a hallmark of quality, it forges a link between elements of the past and the strategy of the future. The crown has always been an important part of the identity of Kurt König. It thus needed to be integrated into the new logo.
Word and figurative mark mutually support each other in conveying a clear content message: in the new logo, the brand strategy of the future (Problem solved) blends with the brand symbol of the past (crown).
A simple yet modular design system creates the ideal framework for good design. The figurative mark is separated from the word mark and can be used as a supplement.
Rental vehicles with iBeacons allow a completely new interaction between the public and the brand. People can use their smartphones to extend the rental period or access tutorials via simple push notifications.
Corporate identity, Corporate design, Logo design, Media design, Brand guidelines, Brand strategy, Strategy workshops