For decades, Körber has stood for outstanding performance in mechanical and plant engineering worldwide. For several years now, however, the Körber Group has also been vigorously driving forward its digital transformation. The new Körber Digital business area was established in order to optimally align the company with this objective. Located in the start-up hotspot Berlin and in Karlsruhe, Körber Digital acts as a Group-wide catalyst for all issues relating to digitalization and, in the medium term, is also intended to support customers outside the Group environment in their digital development - radically digital and not afraid of disruptive ideas. In doing so, Körber Digital can also build on the expertise of »connyun«, the specialist for industrial Internet of Things solutions acquired in summer 2018.
In order to give the new Körber Digital brand a story and a face, Truffle Bay developed the brand positioning around the brand core »Explore to empower« and created the matching, progressive brand appearance in the form of a multifunctional, fluid design system that visually underscores the radical-revolutionary character of the brand.
Truffle Bay also formulated a target group-specific employer story for Körber Digital in order to recruit the best experts in the market. This story is derived from the brand positioning and communicatively condenses the performance promise as an employer as well as the demands on potential employees.
Insight: Strategic analysis, Competitive analysis
Identity: Purpose & brand positioning, Corporate & brand design, Employer value proposition, Brand & design management
Experience: Print media, Digital design
Henriette Viebig, Head of Corporate Communications Körber AG
With the purpose »Explore to Empower« and the brand values »Radical. Rapid. Revolutionary.« Körber Digital is deliberately positioning itself in clear contrast to the other business areas of the Körber Group and underscoring its special role within the organization and the special spirit of the business area.
On the basis of the brand purpose and the brand values, a visual guiding idea was developed that makes the character of the brand perceptible and tangible. »Break rules to break through« stands for the disruptive-innovative mindset of Körber Digital. The idea is primarily recognizable in the Körber Digital word mark, but also in the general formal and visual language. The brand appearance is based on a fluid design and thus optimally reflects the agility of the organization.
The colorful visual language stages natural phenomena with disruptive effects as well as networked ecosystems. It reflects Körber Digital's ambition to set groundbreaking standards as a game changer, to break up previous patterns and to significantly advance the development of innovative business models and digital products.
The design of icons and symbols also conveys disruption and transformation through their broken lines and additional moving elements.
The fluid design system of Körber Digital is based on flexibly applicable »DNA principles«. These enable the brand to use the design elements variably across different media and in different contexts, while at the same time ensuring a consistent brand impression and high recognition value.
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
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