Brand Design
Kia Design Identity
Design strategy
Company: Kia Motors Deutschland GmbH - www.kia.de
Design: Kia Design Center Europe
Whereas to date the Kia’s image tended to be diffuse, and changed frequently, the new image Design Director Peter Schreyer and his team have successfully created applies to all models. This is all the more remarkable given that changing shapes and appearances regularly so as to visualise technical and aesthetic progress is a strong Asian tradition. Given precisely this scenario, the fact that Kia now has an identity and DNA of its own can be seen as a remarkable development.
Jury verdict Jürgen Lewandowski
Audi – Brand Design
Corporate Sound and Apps
Company: AUDI AG - www.audi.de
Design: MetaDesign AG - www.metadesign.com | s12 GmbH - www.s12.de |
Klangerfinder GmbH & Co. KG - www.klangerfinder.de | iconmobile GmbH - www.iconmobile.de
The focus on the brand essence “Vorsprung durch Technik” is the leitmotif of this brand design. The Audi design philosophy thus concentrates on one key concept: “Pure & Clean”. This brand code describes not only an aesthetic quality but also answers people’s desire for simplicity and clarity in an increasingly complex world. The Audi Corporate Sound pursues this same idea. Here the focus is on the characteristics of individual instruments that are specific to Audi, and exclusive sounds that we provide via the Audi Sound Portal. A holistic approach that now gives the brand an acoustic identity, too. Reduction to the essentials. This naturally also applies to the Audi apps. The branded app architecture guarantees a consistent appearance yet offers plenty of creative scope.
BMW Motorrad eine Welt für Unstoppable Heroes
Development of a retail strategy
Company: BMW Motorrad - www.bmwgroup.com
Design: becc agency GmbH - becc-agency.de |
GMK Markenberatung - www.gmk-markenberatung.de
Starting with “Unstoppable”, the central theme by BMW Motorrad, becc and GMK developed the creative core idea “Unstoppable Adventure Ride” for the brand image at the POS. The aim was to transport the fascination of the world of motorcycling into the showroom. The core of the concept is the setup of motorcycles in a curve. The epitome of driving experience, it structures the room and conveys dynamism and passion. Flexible consulting situations and bright, natural materials make an impression of openness and authenticity. The minimised, orthogonal design principle makes reference to the origins of BMW. With the “Biker’s Bar”, the POS turns into a meeting place for the community – an emotional brand experience world beyond the sales situation.
HORN TECALEMIT
Brand relaunch
Company: Horn GmbH & Co. KG - www.tecalemit.de
Design: PLEX GmbH - www.plexgroup.com
HORN TECALEMIT, founded in 1910, is a Flensburg based traditional German manufacturer of pumps and workshop equipment. In February 2010 HORN TECALEMIT assigned PLEX to redesign their brand image and to sharpen their brand appearance. PLEX developed a modern, powerful and robust brand appearance, which allows customer focused and in-house modifications to be consistently integrated. Due to the determination of HORN TECALEMIT, the new corporate design has been applied to all contact points in advertising, stationery systems, Internet, architecture, product design and exhibitions. By involving the employees, HORN TECALEMIT has gained a wide internal acceptance of their new brand presence.
MINI WRC Team – Auftritt
Brand design
Company: BMW AG - www.bmwgroup.com
Design: becc agency GmbH - becc-agency.de | GMK Markenberatung - www.gmk-markenberatung.de
Driven by the passion for genuine motorsports, the MINI WRC Team makes the off-road sporting expertise and performance of MINI come alive. The aim is to reinforce the sporting spirit and unique lifestyle of the brand by means of an authentic, brand-adequate appearance in motorsports. The WRC Team stands out within the existing appearance of MINI due to its distinctive visual element: the chequered flag band gives the MINI WRC Team appearance a high-speed, spirited character.
New Opel
Corporate Design
Company: Adam Opel AG - www.opel.de
Design: Scholz & Friends - www.s-f.com
Opel’s new corporate design will be used globally in all communication channels. It reflects on Opel’s tradition, and its communication is directly on a par with clients. The new identity visualises the new confidence of a brand, which has received multiple international awards for design, technology and innovation. A new face, a new attitude, a new tonality – confidently, the communication relies on three cornerstones. Simplicity: clarity and unmistakability in its message. Focus: one message, one element – for maximum effect. Pride: in innovation, design and the courage to tread its own path.
New ŠKODA Corporate Identity
Worldwide redesign
Company: ŠKODA AUTO S.A. - www.skoda-auto.com
Design: SYNDICATE DESIGN AG / Hamburg - www.syndicate.de
In 2010-11 Syndicate Design AG successfully produced an integrated re-branding program for the long-standing Czech marque ŠKODA. With operations in over 100 countries, this Volkswagen AG marque intends to double sales to at least 1.5 million vehicles by 2018 and to this end has restructured strategically. The complex re-branding process involved revising strategic positioning and creating an holistic design system for the marque. The primary objective was to revamp its image and position it as an attractive, emotional automotive brand for the entire family. The defined marque values emphasise authenticity and precision, as well as closeness and human warmth. The comprehensive new corporate design system is a symbol of the new thrust at ŠKODA.
Volkswagen – Think Blue.
Corporate Design for a corporate mindset
Company: Volkswagen AG - www.volkswagen.de
Design: MetaDesign AG - www.metadesign.com
“Think Blue.” For Volkswagen that means environmental awareness and sustainability even beyond the car industry. MetaDesign gave this mindset a face when developing the vision, naming, tone and style guide for “Think Blue.”. And then the agency turned it into an experience in the form of a “Think Blue. Ideas.” exhibition at the Automobil Forum Unter den Linden in Berlin. A unique “Think Blue.” landscape covering over 600 m2 (nearly 6,500 square feet) presented visitors with a wide range of themes and information on the topic of sustainability.
Volkswagen – Das WeltAuto.
Corporate design of used car brand
Company: Volkswagen AG - www.volkswagen.de
Design: MetaDesign AG - www.metadesign.com
„Das WeltAuto“, the Volkswagen used car program is an important part of the brand’s strategy. So MetaDesign developed a globally unified look communicating the high performance level of the brand in the same way in all countries.