In early December 2014, the No. 1 in the German housing market, Deutsche Annington, and No. 3, Gagfah, announce their merger. The result is the undisputed market leader with over 1 million tenants and almost 400,000 managed apartments throughout Germany.
Both companies were previously owned by private equity investors, which caused massive damage to the reputation of both corporate brands. Due to financial bottlenecks and as a result of inadequate maintenance and modernization of the portfolios, tenant dissatisfaction was high, resulting in massive complaints from tenants' associations and bad press.
Deutsche Annington already initiated the strategic turnaround in spring 2013: With the new CEO Rolf Buch, Deutsche Annington went public, a new corporate strategy and a new corporate philosophy were introduced.
Truffle Bay was commissioned to develop a completely new corporate brand for the merged company – from name to positioning to corporate design. The newly introduced monobrand strategy and the corresponding brand architecture convey a consistent brand experience to internal and external stakeholders at all touchpoints.
Tenants have become customers, customer satisfaction is increasing and the public is also noticing the positive changes: the company's reputation and media image are improving significantly. Following its ascent to the DAX-30, Vonovia is perceived as an opinion leader in the real estate industry.
Our work for Vonovia has received the German Brand Award 2017 (Special Mention) in the category »Excellence in Brand Strategy, Management & Creation« and the iF Design Award 2018 in the category »Communication: Corporate Design«.
Identity: Purpose & brand positioning, Naming, Claim, Communication strategy, Brand strategy, Brand architecture, Corporate & brand design, Story & key messages, Language & tonality, Brand & design management
With its new positioning, Vonovia is consciously distancing itself from its past and positioning itself as a decent, determined and personal driving force for the German housing industry. As an expression of a new understanding of the customer, Vonovia also places the »home« of its tenants at the center of its identity as the brand core. After all, this is exactly what it is all about: giving people more than just four walls – a true home as a place of security. Because today Vonovia sees itself as a customer-oriented provider of needs-based living space and services close to the home.
The new brand design is based on the guiding principle of the triad – the »balance of interests between tenants, employees and investors« pursued by Vonovia. So the color scheme, typography and visual language were each developed in a three-part style.
The new logo is a pure word mark and does not have any visual additions. In this way, the name can speak for itself confidently and its phonetic reference to the »new living« is brought to the fore.
The brand identity has been consistently applied to all media categories – from print and online media to vehicles, corporate fashion, building signage and interior design – and thus puts an end to the regional brand diversity.
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.