Why
200 years ago, Koenig & Bauer AG created a completely new industry by manufacturing printing presses. This company of pioneers, for whom tradition and innovation are inseparably linked, have been developing their industry ever since. On the occasion of the company’s 200th birthday, the brand was to be strategically aligned for the future. Our task was to make the transformation of this brand, with the printing presses at its heart, visible.
Over the years Koenig & Bauer has gathered numerous companies under one roof, so it was necessary to implement this reorientation across all divisions, thus achieving a uniform and strong external image. Parallel, but in close coordination, Mutabor Design also developed the new brand identity for Koenig & Bauer.
How
The basis for the development of a comprehensive product and interface design strategy was a profound understanding of Koenig & Bauer, its products, customers and competitors. In an in-depth 360° research, we analyzed internal and external perception of the company, its product portfolio and its competitors. We then developed alternative design routes that embodied Koenig & Bauer’s “new” brand values based on our findings.
Working with interactive prototypes in interface design meant that the new design and operating concept could be experienced right from the get-go.
What
At the heart of our design strategy is a cross-product standardization of machine design and an operating concept for various processes such as printing, punching, folding and gluing.
Koenig & Bauer stands out particularly for its approachablility and this is precisely what we focused our radical redesign on. With characteristic radii, clearly structured machine layouts, the colour concept and the staging of the logo, we not only succeeded in visualizing friendliness, but also in formulating a new self-confidence for Koenig & Bauer. The operating concept focuses on the user, is characterized by a clear structure and orientation, and thus brings the brand promise of Koenig & Bauer to life.
The implementation of the new design language in the product and interface of Koenig & Bauer’s machines has been supported by us continuously over several years.
Acknowledgments
Product Design: iF Design Award in Gold, Red Dot Best of the Best, 2x iF Award, German Design Award
Brand: 14 Awards e.g. ADC Germany in bronze and BCM Award in gold
The new corporate design was developed by Mutabor Design. This took place parallel to the development of the product design language and in close exchange with us.
