vdma
ADVANCING EUROPE’S MACHINERY INDUSTRY
Rebranding
Switch brand perception
The Problem
The VDMA is the association of German machinery and plant manufacturers. Its corporate design had remained unchanged for 25 years. While it conveyed stability and authority, it was rooted in a pre-digital era and had become too static to meet the demand of positioning the VDMA as the modern and agile association that it is – providing important future knowledge for its members. The image also needed to become more European, as the VDMA has long wanted to be attractive beyond Germany's borders.
The approach
A completely redesigned corporate identity, tailored to the modern needs of the industry. At the heart of this is the new logo with its distinctive “pulse” logo mark. This dynamic design – combined with the new claim ““Advancing Europe's machinery industry” – expresses transformation, movement and technological drive and positions the association as an active driver of progress in Europe’s industry. All of this was accompanied by an engaging campaign both internally and externally.
The idea
Pure design is not always enough. Here, only the perfect combination of the three pillars of design, claim, and campaign activation ensured the rapid switch in the VDMA's brand perception.
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