task

Internationally, Körber stands for outstanding performance in the technology sector. In order to optimally align the Group for the digital change, the new Körber Digital division was founded in 2017. Based in the start-up hotspot of Berlin, Körber Digital acts as a Group-wide catalyst for all issues related to digitization.

As a strategic brand consultancy, Truffle Bay has supported the Körber Group in developing the brand strategy for Körber Digital from the very beginning. At the same time, the corresponding, progressive brand identity was created in the form of a multifunctional, fluid design system that underscores the radically revolutionary character of the brand.

solution

With its motto »Explore to empower«, the Körber Digital brand reflects the unique mentality of the business segment. »Explore« refers to the company’s traditional inventive spirit, coupled with the ambition to take on new perspectives and standpoints, explore limits and combine innovative ideas. »Empower« refers to the function of spearheading Group-wide digitization and the role of actively supporting the digital development of the business segments. This includes the development of digital business models and the realization of digital products and services.

The brand values »RADICAL. RAPID. REVOLUTIONARY.« summarize the spirit of Körber Digital. Körber Digital deliberately positions itself differently from the other business units of Körber, thereby underscoring its special role within the Group structure.

In order to be able to recruit the best experts in the market, Truffle Bay has developed a target group-specific employer story for Körber Digital. 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.

result

Parallel to the development of the brand positioning, Truffle Bay developed a visual guiding idea that carries the strategic derivation of the brand within itself and makes the character of the brand tangible and experienceable.

»Break rules to break through« stands for the disruptive-innovative mindset of Körber Digital. This idea is primarily recognizable in the Körber Digital word mark, but also in the formal and visual language. The brand appearance is based on fluid design and thus optimally reflects the identity of an agile organization.

The colorful visual language stages natural phenomena with disruptive effects as well as networked ecosystems. It thus 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 formal language of the icons and symbols also conveys disruption and transformation through their broken lines and added moving elements.

The fluid design system of Körber Digital is based on flexibly applicable »DNA principles«. These enable the brand to make variable cross-media and context-based use of the design elements, while ensuring a consistent brand impression and high recognition value.