The strong brand behind strong brands.

Brand & Corporate Design, Brand Strategy, Digital Branding, Digital Design Systems
New Brand, New Digital

BSH with a new look and feel

More visibility for the company: To position the BSH umbrella brand in a world defined by brand ecosystems, it was necessary to create a strategy and a congruent brand experience. The new brand strategy sustainably communicates the positive synergies and allocates BSH within the spotlight.

In a collaborative process, we used an archetype approach to develop a unique brand personality. Subsequently, the strategy was translated into a design system that defines how the brand should feel across all touchpoints.

Due to a more concise brand personality, BSH has become more visible and can be both systematically addressed and more easily translated into new communicative levels. Uncomplicated and user friendly, the brand and its assets are made available with application guidance to all users in a “single source of truth” via Frontify, a brand management tool.

Until today, BSH was performing mainly in the background - now the brand is embracing its own brand personality.

Among other things, this transformation is made visible partially by the new shade of orange as the brand color, which gives the brand a recognizable appearance and strengthens the long-distance effect at all touchpoints. Another new feature is the diamond-shaped “frame”: a design element derived from shape features characteristics of the BSH logo, adding highlights to visuals.

Innovative strength, creativity and sustainability in the household appliance industry

The purpose “We improve quality of life at home”, reflects at all touchpoints – For example, also the imagery style shows the contrast between technical precision and the warmth of one’s own home.

Nadine Schian, Head of CCM
“At MUTABOR, strategy and design go hand in hand. This and the particularly agile way of working convince us in our daily cooperation. The new corporate design not only gives BSH a face, but also provides a home for our entire brand portfolio.”

Iconography - as individual as the brand

The design is completed by unique icons created especially for BSH, which communicate relevant topics non-verbally. They provide additional orientation and reflect the brand character.