mobile.de
All new after 29 years
A New finish for Germany's largest vehicle market
Even Germany’s largest & market-leading vehicle market needs an upgrade after 29 years. After all, the mobility market is changing: new ownership models, the EV transition, more than just cars. mobile.de wants to position itself for the future, become more modern, remain relevant – a balancing act between consistency and further development without jeopardizing the valuable and long-established brand strength.
Based on comprehensive data collected by Mutabor and partners and strategic foresight, the decisions for the future of mobile.de were made – not only the brand identity, but also the digital product and future business developments around the portfolio were discussed collaboratively. mobile.de will become the “most trusted platform for personal mobility”, empowering people and guiding them through the transformation of the mobility market with confidents.
mobile.de has a new evidence-based and forward-looking strategy that brings the brand’s strengths into the modern age, giving it meaning and differentiation. The flexible design system translates trust, with power from decades of branding and new, modern elements for the future. The entire workforce was part of the transformation process and carries the momentum of their brand into the future. mobile.de is ideally equipped to continue to fulfill its purpose: Moving mobility together.
A brand process based on evidence, strategic foresight and the courage to make clear decisions.
Together with mobile.de, we worked on the new brand identity for over 2 years – an extensive brand process that covered market research & analysis, strategy, design and implementation. A comprehensive qualitative and quantitative data collection by Mutabor, DECODE Marketing and diffferent validated the strategic direction and provided the necessary insights for a meaningful brand identity towards the customer and differentiating positioning towards the competition. Not only were explicit methods used, but both category drivers and unfulfilled needs were also implicitly analyzed. mobile.de addresses the changing mobility culture without losing touch with its own product portfolio and business model, and consistently looks to the future.
A brand identity based on trust.
The new brand identity reflects the new identity developed together with the core team, management and employees everywhere. mobile.de becomes the “most trusted platform for personal mobility”. A brand that empowers people and guides them with confidence through the changing mobility market, which confronts them with far-reaching questions and decisions. An identity that shines in every direction and can adapt: B2C, B2B, buying, selling, financing, leasing and anything else that comes along in the world of mobility.
It must not only feel familiar but it must sound familiar too.
The success of such a large project depends, like so many other things, on people. Not only customers and retailers, but above all employees must be allowed to have their say in order to be involved. A wide variety of stakeholders were therefore involved at critical points in the project. The goal: branding that doesn’t feel like a disguise, but feels authentic despite all the new features. Simply mobile.de.
“We wanted an agency that combined strategic expertise, design competence and implementation strength. Mutabor was the obvious choice.”
Established elements, reinterpreted: The logo.
The data provided a clear picture: the brand is activated in the logo primarily by the lettering including the dot, the orange color on the left side and the claim below it – contrary to all expectations, the license plate as a whole has not been able to develop a distinctive or significant signaling effect over the years. This is now set to change: The logo will remain true to mobile.de, but will be given a modern makeover. The claim “Germany’s largest vehicle market” makes the position visible, while familiar design elements such as the orange in the style of the old license plate and a modernized lettering continue to ensure recognition. The new m-sign gives the logo additional meaning, dynamism and progressiveness.
New frame, new finish, our story
Many of the design elements of the old presence have so far failed to generate any particular activation. Now mobile.de is getting the distinctive assets it deserves and also does justice to its iconic communication of the past decades. The new Frame – a frame that can be used flexibly and says mobile.de. The heritage orange and the strong purple are central elements of the brand. A reliable light blue completes the palette for more stability and confidence.
The new corporate typeface is dynamic, striking and characterizes the visual appearance. It stands out thanks to its large, rounded proportions.
A brand for movement must not only move others, but also itself.
The motion design ensures vibrancy and inspires everyone who comes into contact with it. Simple, playful, clear. Of course in a brand guideline with everything else regulated in such a way that employees are empowered to apply the design optimally.
Involving people - a brand is when everyone in the company pulls together.
The success of such a large project depends, like so many other things, on people. Not only customers and retailers, but above all employees must be allowed to have their say in order to be involved. A wide variety of stakeholders were therefore involved at critical points in the project. The goal: branding that doesn’t feel like a disguise, but also feels authentic despite all the new features. Simply mobile.de.
- AllCaps
- DECODE
- different
