Jessica Krier: Individuality and a high recognition value. The
corporate design also has to convey the brand values and fit in with a company’s
Markus Zeier: I would add credibility, because the CD is the visual
translation of the corporate philosophy. If I am credible, I engender trust, a
hugely important brand value in the B2B sector in particular.
Markus Zeier: The MAN logo
stands for reputation, tradition and trust, and is now being combined with a
company name that expresses our new self-image. We are no longer just a
component manufacturer, but a serious system and solution provider. And then
there is the forward-looking claim ‘Future in the making’, which no longer ties
the company to engineering. This claim is also reflected in the corporate
design with brighter colors, a different visual language, progressive use of
typography – just a fresher overall effect.
Jessica Krier: The company
name appears in red, a color that is expressive of energy. Meanwhile, the 3D
effect has been dispensed with in the logo. The previous metallic effect was
closely associated with the old world of heavy industry. The logo in so-called
flat design is much more suitable for digital applications. It allows us to
communicate that MAN is moving more in the direction of digital solutions.
Markus Zeier: The new
identity gives the company a whole new look, making it more agile, approachable
and modern. In my opinion, the overall composition of the new CD is its most
prominent feature. There is something visionary about it.
The new brand identity also demands a great deal from us in that we are positioning ourselves as
a supplier of entirely new technologies.
But I am confident that we will make the grade.
Markus Zeier: First of all,
we had to nail down our ideas. Do we want an evolution or a revolution? How
much do we want to change? That provided the basis for the consultancy
briefing. Then we felt our way forward together with KMS TEAM, meeting frequently,
talking through concepts, sifting, discarding, discussing.
Jessica Krier: It is
certainly a labor-intensive process. More than 20 colleagues from a wide range
of disciplines at KMS TEAM brought their expertise to bear, constantly asking
themselves: how far can or must I go to achieve the desired impact? Eventually,
a line would coalesce for us to pursue with the people responsible at MAN. To
begin with, we grapple intensively with a company’s strategy. MAN’s strategy is
brutally honest, clear and direct. It gave us an ideal jumping-off point, as we
knew exactly where we were headed.
Markus Zeier: We understood
that if the company was serious about the strategy, then we actually had to go
even further than we originally dared. In my boss, Jan Dietrich Müller, the
consultants and I had an outstanding sounding board who always asked the right
questions and encouraged us to take a much more progressive approach.
Markus Zeier: The big
journey we embarked on together went very smoothly. As ever, the devil is in
the detail. Take business cards, for example. We found a design direction that
had us really excited. But the question was how to accommodate all the
information, such as the name of some IGCs or especially long department
designations. Another important aspect is the long-term affordability of all
Jessica Krier: What we
wanted was to make the new corporate design easy to use. Everyone should be
able to make the best possible use of it without the assistance of high-end
consultants. That allows the company’s workflows to be optimized.
Markus Zeier: I am relying
on colleagues to be constructive about the change. Everyone should ask
themselves what can be done in their particular sphere of responsibility. It
starts with using the new company name on the phone in future and is far from
done with people’s email signature. MAN Energy Solutions is gearing itself up
for the future in order to be successful in the long term. It is in everyone’s
interest to support this process to the best of their ability.
corporate design gives the company a whole new look. It is also a visual
expression of the objectives set out in the corporate strategy.
1. The MAN logo stands for
reputation, tradition and trust. The so-called flat design signals greater
orientation towards a digital world.
2. The name Energy Solutions in red
is expressive of energy and dynamism.
3. The claim points to the future
and the active role that the company wants to play in shaping that future. It
also gets rid of the previous identification with pure engineering.
4. The new font, MAN Global, is
forceful and expresses the company’s new self-assurance. Big headlines display the
company’s new self-assurance. The headline can also extend beyond a picture at
times, breaking the constraints. This too demonstrates dynamism and energy.
5. The new visual language signals
a changed perspective – away from a strong product focus to the
application and the context in which our products are located. This overarching
level declares the size and relevance of the company.
6. The products are integrated in the new color palette.
At the same time, red is used in the renderings to better illustrate
functionality. This means that the requirement
for Customer Thought Leadership is also reflected in the depiction of products.
7. Infographics are given a 3D
effect. They explain the customer benefit and so stand for greater orientation
towards Customer Thought Leadership.
8. The color palette is lighter,
more open, more contemporary. It symbolizes the transition from the old
oil-powered world to a decarbonized future.
Back to overview
The new name and branding make
it clear to everyone that we mean business. We have a plan and we will implement it. This message is
important – so the investment makes sense.