The Dussmann Group is Germany's largest private multi-service provider and, with almost 65,000 employees in 21 countries, offers a wide range of services for people. Three operational business units are bundled under the umbrella of the Dussmann Group: Dussmann as a solution partner in the areas of Facility Management, Food Services as well as Technical Solutions, the Care & Kids division with the brands Kursana (care and support for elderly people) and Dussmann KulturKindergarten (in-house corporate child care) »Dussmann das KulturKaufhaus«, Germany's largest media department store.
Just in time for the 60th birthday of the family business founded by Peter Dussmann in 1963, the visual appearance was modernized in a targeted manner – a step which the operational brand Dussmann, also with Truffle Bay, has already taken in June 2022. The aim was to create a contemporary, serious and at the same time deliberately discreet brand identity in line with the group's role as an umbrella over the brands operating on the market.
»It was important to us that, just in time for the 60th anniversary of the company, the Dussmann Group, following the operational brand Dussmann, should also appear modern and fresh – just as we are as a company thanks to the consistent implementation of the ›Next Level‹ strategy. The modern appearance suits our approachable, high-performance and successful family business.«
Wolf-Dieter Adlhoch, CEO Dussmann Group
Contemporary evolution of the basic elements
The Dussmann Group logo received a light yet noticeable refresh. The PD sign, the initials of founder Peter Dussmann, was modified with more white space and an adjustment of the stroke width to create a more modern and lighter effect. The Dussmann Group lettering was changed to a capitalization of a timeless and simple grotesque font. In combination with the modified PD sign in a new arrangement of the logo elements, it gives the Dussmann Group logo a self-confident and contemporary new overall effect while remaining clearly recognizable.
The company's color concept is defined by a simple color palette. Shades of gray, a generous use of white space and the Dussmann identity color red as an accent create a clear and understated color effect. Ratio, a grotesque typeface with humanistic form elements, was chosen for the typeface of the new corporate design. It contributes to the calm and discreet impression and yet appears personal and approachable due to non-constructed, humanistic details. The imagery shows Dussmann Group employees and clients in authentic situations and corresponds to the calm, relaxed character of the design through a light and desaturated imagery and at the same time expresses friendliness.
ADDITIONAL DESIGN ELEMENT
A flexible element ensures recognition
The variable red parallelogram is the characteristic secondary design element in the Dussmann Group corporate design. It is derived from the PD sign and quotes the formal language of the logo, thus giving the appearance a uniform, recognizable and unique character.
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