Peter Schmidt Group

Linde AG

How to make the invisible visible.

No magic, just a beautiful piece of creative work: For Linde AG we have made their invisible gases visible.

The name Linde is well known but hardly anyone is aware of what this company is actually doing. However, in almost every industrial production process you can imagine the gases of this world leader are playing an important role in our modern world. They are just about everywhere in our daily lives: in our windows, our car headlights, even when we visit the doctor or go shopping, yet the gases remain invisible to us.

With "Fascinating Gases" we have made the invisible visible. We have developed a new, visual language for the brand Linde that has made the company far more understandable and approachable.

Awarded with:

Red Dot "Grand Prix", Sound Design – 2014
iF Design Award 2014
Corporate Design Preis 2014, Innovation – Gold
Annual Multimedia Award 2014 – Gold
DDC "Good Design 15", Mobile & Apps – Gold

Linde AG

In 1895 Carl von Linde developed a method for the extraction of gases from the air. From this small beginning, the Linde Group today has become the world's largest industrial gas and engineering company, with worldwide sales of EUR 16,655 billion (2013) and employing over 63,000 people in more than 100 countries. (Source: Linde, Annual report 2013)

"Fascinating Gases impressively shows what Linde is standing for: our customers, the public and our investors. For our employees, this campaign is a unique appreciation of their work."

Sandy Brückner,
Teamlead Global Marketing Communications & Corporate Branding, Linde AG

How did we make gases visible? 

The creative process began by gathering a myriad of ideas: gases burned with different colours, they had many microscopic variances and chemical compositions and when released in water gases took on a visual appearance, as bubbles. Like the gases themselves, their qualities were endless.

A second view

Upon closer observation one thing became quickly clear to us: With so many ideas we could only represent a limited number of gases.

Physics translated visually

To us there seemed to be just one idea that would work for all the gases, and moreover, was entirely new: to translate specific material properties into an equally specific visuality. That was our solution.


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