New brand well received

Winner at the German Brand Award

Slogan, logo, language style and imagery have won over the judging panel: In Berlin in mid-June thyssenkrupp was presented with the German Brand Award 2016 in the category Industry Excellence in Branding – Machines & Engineering. Above all the new brand behind the corporate design was honored along with the associated repositioning as a diversified industrial group comprising six different business areas with around 155,000 employees in more than 80 countries. In their citation, the judges stated: “The brand is a promise the company makes to its customers and shareholders: thyssenkrupp wants to advance its customers. As diverse as the company is in many areas, the brand unites it as a strong group with clear competencies which manages to bring performance for customers, the company’s personality und thyssenkrupp’s advantages over competitors to life in a fascinating way.”

The German Brand Award honors successful brand management in Germany. The contest was initiated by the German Design Council which was established in 1953 by the German Parliament and is supported by the Federation of German Industries (BDI). For more than 60 years now the organization has pursued the aim of strengthening the competitiveness of German companies.