The Major German Brands

German design has a strong history of success stories. A number of them are collected in our publication series 'The Major German Brands': featuring a different theme every year, it has been presenting outstanding German brands since 2013 and confirms that 'designed in Germany' is now just as prestigious a mark of quality as 'made in Germany'. Published as a high-quality book and containing editorial essays, the publication is today popular with readers far beyond the confines of the industry. 


"100 years of Bauhaus"

The Major German Brands since 2013 in figures:

  • 6 editions, each in German and English versions
  • 18,000 high-quality copies
  • 500 carefully selected brand presentations
  • 23 enthralling articles and essays written by experts on branding and design
  • 12 introductory commentaries by Germany’s top-ranking political representatives
  • target-groups focused distribution via our two partners - 'Land der Ideen' ('Land of Ideas') and the German Federal Foreign Office


The fifth volume in the series 'The Major German Brands' will be presented to a selected group of 200 invited guests at the Design Gala on 20 September 2018 in Berlin.

Are you interested in an entry in our publication? Please contact Michaela Walton for further details.

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'Socially responsible. Future-oriented'

The fifth volume of the series "The Major German Brands", entitled, 'Socially Responsible. Future-Oriented. The Major German Brands.' showcases German brands that serve as exemplary ambassadors of the brand landscape in Germany.

Renowned representatives of politics and economy gave their views on the topics of ‘Brands as Ambassadors’ and ‘German Brands Worldwide’. This year’s volume contains contributions from the former German Foreign Federal Minister, Sigman Gabriel, the former German Minister for Economic Affairs, Brigitte Zypries, as well as the president of the Federation of German Industries, Professor Dieter Kempf, on the relevance of design and strategic brand management for the global success of German brands.

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'Distinctive. Ingenious.'

'Distinctive. Ingenious.' is the fourth volume in the series 'The Major German Brands.' In addition to presenting outstanding German brand-name companies, the book also includes the views of internationally renowned figures: contributions by Dr Frank-Walter Steinmeier, Sigmar Gabriel and Ulrich Grillo highlight the relevance of design and strategic brand management to the global success of German companies.

Read the edition from 2016


Peter Altmaier

Federal Minister for Economic Affairs and Energy

»It is no exaggeration to describe the centenary of Bauhaus as one of the major cultural events of 2019 – one which is also very significant for the German federal government. The Bauhaus anniversary will attract numerous domestic and foreign visitors, providing an excellent opportunity for showcasing Bauhaus as an example of German design excellence and promoting Germany as a cultural and creative venue.«

(Peter Altmaier, 2018, Excerpt from the word of welcome of the current volume »The Major German Brands 2018«)

Word of welcome of the volume 2018


Heiko Maas

Federal Minister for Foreign Affairs

»The Haus am Horn by Georg Muche in Weimar, the Masters’ Houses by Walter Gropius in Dessau, the skyscrapers by Mies van der Rohe in Chicago, the White City in Tel Aviv or ›Point and Line to Plane‹, the trailblazing Bauhaus book written by Wassily Kandinsky in Dessau – the Bauhaus of the Weimar years is still regarded today as the epitome of modernism and it revolutionised architecture, design and art throughout the world. When we celebrate the Bauhaus in 2019, then we are not just spotlighting the Bauhaus as a historical institution or an important chapter in German cultural history but, first and foremost, the appeal of an idea which transcends eras and borders: the shaping of a modern, open and liberal society, founded on social as well as scientific, technical and artistic ideas.«

(Heiko Maas, 2018, Excerpt from the word of welcome of the current volume »The Major German Brands 2018«)

Word of welcome of the volume 2018

Prof. Monika Grütters Rede Die großen deutschen Marken

Prof Monika Grütters

Federal Government Commissioner for Culture and the Media

'Experience shows that good design gives companies distinctive profiles, makes products comprehensible, makes brands desirable. Your work in promoting aesthetically appealing design of the objects that we use on a daily basis, dear Professor Pfeiffer, dear representatives of the Presiding Committee and the Executive Board, has a noticeable influence on the export statistics and enhances one's joy in life as well, as beauty is not merely superficial decoration that's nice to have. Beauty is an essential element in the quality of life: indeed, it is more than that. I firmly believe that beauty can change people, and can change society.'

Whole speech of the Design Gala 2016 (in German)

Sigmar Gabriel Grußwort Die großen deutschen Marken

Sigmar Gabriel

Federal Minister for Foreign Affairs

'Creative, innovative and digital – as part of the cultural and creative sector, German design and German brands stand for a modern Germany that has much to offer beyond the traditional industries such as mechanical engineering and cars. Thanks to their outstanding design, German products are sold around the world and are not merely aesthetically pleasing – they also play a crucial role in value added.'


Excerpt from the word of welcome of the current volume 2017

Brigitte Zypries Grußwort Die großen deutschen Marken

Brigitte Zypries

Federal Economic Affairs Minister

'In Greek mythology, the goddess Athena was, among other things, the goddess of strategy. She had various epithets, including “the Unwearying” and “the Foresighted”. The attributes ascribed to the goddess Athena are also indispensable for the political strategy for the promotion of the creative industry. Since 2007, we have been working with the Initiative Kulturund Kreativwirtschaft (Initiative for the Cultural and Creative Industries) of the German government to make the significance of the creative sector and in particular the design industry more visible. We are doing this for reasons of economic policy as well as strategy.'


Excerpt from the word of welcome of the current volume 2017

Frank Walter Steinmeier Grußwort Die großen deutschen Marken

Frank-Walter Steinmeier

Federal President

'Germany has a lot to offer with regard to brands and design. Our brands and our design are creative, innovative and contemporary, and thus greatly enhance the positive image of Germany around the world. Design is not merely the creation of an attractive product, but means consciously exploring the function of an object and its interaction with the user and the environment. In Germany this is a long-standing tradition, not least thanks to the work of the Werkbund (German Association of Craftsmen) and Bauhaus. Bauhaus in particular established the principle of continuously rethinking design anew and considering the impact of design on individuals and society.'

Word of welcome of the volume 2016

Impressions of the Design Gala 2018


The publication 'The Major German Brands' was presented in the context of the Design Gala to selected guests from the fields of industry and design.

Pictures: Christoph Hengelhaupt



The German Design Award Newcomer 2019 finalists, from left: Luzia Hein, Luisa Rubisch, Gabriel Müller, Rasa Weber, Frauke Zoë Taplik, Essi Johanna Glomb



The Design Gala took place on 20 September 2018 in the Soho House, Berlin.



If you have further questions, do not hesitate to contact us.