A new corporate design as a blueprint for repositioning.
Heidelberger Druckmaschinen AG is the world's market leader in sheet fed printing presses and despite ever increasing digitisation, the overall demand for printing has still continued to rise in recent times. In response to this ever changing market the company needed to refocus its position towards a wider spectrum of the printing industry to remain responsive and retain competitiveness. Rather than being solely a manufacturer of printing machines as in the past, it is has now extended its business portfolio to become a solution oriented service and material provider for the future too.
The Peter Schmidt Group has redefined the well known Heidelberger Druckmaschinen logo to underline this strategic repositioning as the previous subtle reference to printing that had been communicated with the old logo no longer accurately mirrored the company's operations anymore. A new brand icon has thus been created along with a set of customised pictograms, developed to illustrate the many services now offered by the company, plus a colour coding of divisional activities which together complete the new corporate look. These elements have succinctly been incorporated into a set of rules that defines the brand's use across all digital and analogue media, promotional material, corporate apparel and signage as well as service portals and Apps.
German Design Award 2017, Corporate Design Relaunch – Gold
iF Design Award 2015, Corporate Design – Award
DDC "Gute Gestaltung 16", Corporate Design – Award
Corporate Design Preis 2016 – Nominee
Heidelberger Druckmaschinen AG
Heidelberger Druckmaschinen AG is the world's market leader in sheet fed printing presses and in recent years has expanded its portfolio to encompass innovative printing technologies, printing services and material provision. It generated a turnover of 2.43 billion Euros in the fiscal year 2013/2014 and currently employs more than 12,000 people worldwide, yet remains a traditional business.