In order to reflect the transformation of the Essen-based technology company to a diversified industrial group, thyssenkrupp has redeveloped its brand and as such will use one common brand the world over.
“thyssenkrupp has changed in recent years. We are a different company today. We have become more diversified and as a result more stable,” said Dr. Heinrich Hiesinger, CEO of thyssenkrupp.
“However, we are not yet perceived everywhere as the high-performance industrial group we are and want to become even more. That’s why we decided to redevelop the brand,” added Communications Chief, Alexander Wilke.
The new brand places a stronger focus on customers, as it communicates the company’s positioning as a diversified industrial group and its aspiration to work in an integrated way.
The new branding is based on a survey of more than 6000 customers, employees, applicants, investors, works council members, public figures and consumers. The new brand identity builds on the company’s image as high-quality and reliable company, and at the same time is designed to put a focus on customer requirements. The new brand condenses what thyssenkrupp stands for in a logo, a slogan, and new colours.
Wilke: “But these are only the visible elements of our brand. At its core is our brand promise – because it places the focus on customers and says how we want to advance them.”
Jens Michael Wegmann, CEO and Chairman of the Management Board of the Industrial Solutions business area: “We at Industrial Solutions identify fully with the new brand promise and also see it as an incentive. We have always been a long-term partner to our customers, with whom we have jointly developed tailor-made, reliable solutions – based on our leading engineering skills and the experience gained in building more than 5000 industrial plants. The further regionalisation and integration of our businesses will help us move even closer to our customers, further expand our specific market know-how in the world's growth regions, and strengthen our service business.”
“The new brand does not mean that we have reached the end of our transformation. But it is designed to give a further boost to our change process both inside and outside the company,” Hiesinger continued. That is why thyssenkrupp will use one common brand in the future. Over 180 different brand identities currently exist side-by-side within the Group. That results in complexity and an inefficient use of resources. The single brand will create a unified image among customers and employees.
This is also underlined by the new logo. The Thyssen and Krupp signets, previously separate, now form a single element. The new slogan ‘engineering. tomorrow. together.’ condenses the brand promise “and describes in three words who we are, what we do and how we do it,” said Wilke. The new brand deliberately represents an evolution.
thyssenkrupp will be introducing the new brand gradually and in accordance with the company’s financial situation: service vehicles, trucks used by the logistics unit, office stationery, work clothes, etc. will only appear in the new brand look when they are due to be replaced anyway.
The company has stated that overall thyssenkrupp is investing a mid-single-digit million euro amount in the new brand.
Edited from press release by Angharad Lock
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