Germany: In the future, thyssenkrupp will use one common brand the world over. The redevelopment of the brand reflects the transformation of the technology company to a diversified industrial group.
"thyssenkrupp has changed in recent years. We are a different company today. We have become more diversified and, as a result, more stable," said 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," said Communications Chief Alexander Wilke.
The new brand puts a stronger focus on customers. It communicates the company's positioning as a diversified industrial group and its aspiration to work in an integrated way, leveraging internal synergies and creating added value for customers, employees and shareholders. 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 condenses what thyssenkrupp stands for in a logo, a slogan and new colours. "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," said Wilke. "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," said Hiesinger.
Over 180 different brand identities currently exist side-by-side within the group. The single brand will create a unified image among customers and employees. thyssenkrupp will introduce 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, among others, will only appear in the new brand look when they would normally have been replaced at the end of their service lives.