»We're not a construction company anymore.« – Roland Koch, 2011 to 2014 CEO of Bilfinger, sums it up. Bilfinger Berger has undergone a fundamental transformation process: Over the years, the company has transformed itself from a construction group into an internationally active engineering and services company. In 2011, Bilfinger Berger generates around 80 percent of its total revenues in the services business. Problem: In the public perspective, however, the company, which comprises some 300 individual brands, is still perceived as a construction group. In order to express the comprehensive change and strategic realignment, to strengthen the brand's presence and to communicate the range of services and structure as an engineering and services group, it was therefore necessary to sharpen the positioning and create a new corporate design.
The brand promise »We make it work.« in conjunction with the new philosophy »We create. We care. We can.« succeeds in getting to the heart of the enormous range of services and the unique combination of the complementary attributes »engineering competence« and »service mentality« in a way that is both memorable and relevant to the customer. On this basis, a new corporate mission statement is developed in over 100 workshops with 1,400 participants worldwide.
At the same time, Bilfinger Berger becomes Bilfinger. The new, more succinct name refers to the origins and at the same time stands for the realignment – without losing existing brand value. In addition, a new, clearer brand architecture turns a confusing »house of brands« into a structured »branded house«, while the new corporate design combines continuity with a new departure. It reflects tradition, while at the same time visually highlighting the unique selling proposition – the unrivaled combination of engineering expertise and service mentality.
The work for Bilfinger has received numerous awards: the Brand Award 2014 as a special prize from the jury, the PR Report Award 2014 in the »Change« category, the iF Design Award 2014 in the »Communication: Brand Relaunch« category and the German Design Award 2015 in the »Corporate & Brand Design« category (Special Mention). Bilfinger also received a nomination for the Corporate Design Preis 2014.
What unites civil engineers and facility managers? What do fitters and electronics engineers, product designers and canteen cooks have in common? They all make sure that things run smoothly. Bilfinger enables its industrial customers to concentrate on their core business – expressed in the brand promise »We make it work«. The brand values also reflect the key facets of the company: a high density of engineers (»We create«), a pronounced customer and service orientation (»We care«) and a confident down-to-earth attitude (»We can«).
The entrepreneurial unique selling proposition became a design leitmotif. Just as engineering expertise and service mentality interact in a complementary way and just as Bilfinger provides services that are complementary to the core competencies of its customers, so all design parameters move in a complementary field of tension and create a concise brand appearance. The new logo, the so-called Bilfinger loop, also symbolizes the two complementary areas of engineering and services through its shape and color scheme, which intermesh seamlessly, and additionally expresses the idea that Bilfinger can support its customers over the entire life cycle of an industrial plant, power station or property.
A typographic mix of two fonts characterizes the brand appearance. The Thesis Serif is primarily used as a house font – it maximally differentiates in the competitive environment. Univers Condensed is a rational counterpart and lends timelessness to the brand image.
The modernized Bilfinger Blue is complemented by an agile opponent – the Bilfinger Green. This two-tone color scheme creates a modern color world that stands out from the competition. The secondary colors have a complementary effect in terms of surface and lettering.
In the visual language, pairs of complementary images are formed in three dimensions:
01. Proximity meets distance
02. Colorful meets monochrome
03. Emotionality meets rationality
From building signage to workwear to business equipment, from trade fair stands to the annual report to the vehicle fleet – an extremely fragmented multi-brand presence has been transformed into a uniform umbrella brand presence with high recognition and integrating effect for the workforce.
Truffle Bay is an owner-managed, integrated strategic brand consulting and design agency based in Munich. With clarity and creativity we help ambitious companies and entrepreneurs to discover, define, design and bring to life their unique identity – to create strong brands as the compass and catalyst of entrepreneurial change processes as well as attractive and differentiating brand experiences to win and retain customers and employees.
Truffle Bay is a member of bvik – Bundesverband Industrie Kommunikation e.V. Test