thjnk and loved create new brand identity for thyssenkrupp.

thyssenkrupp, the German industrial icon with a history stretching back over 200 years, is still widely considered to be purely a steel conglomerate. Yet over the years, the Essen-based company with its 155,000 employees has in fact evolved into a diversified industrial group. Today, its materials business accounts for less than 30 percent of sales. The company wants this transformation to be fully reflected in its brand identity and global turnout.

An international, group-wide brand identity has been developed in collaboration with the thyssenkrupp team and McKinsey. In its role as international lead agency for the brand relaunch, the thjnk agency group is in charge of developing the new umbrella brand as well as creating the core communications measures. loved is responsible for thyssenkrupp’s corporate identity and its globally unified corporate design. Initial results will be presented to the public on 19 November 2015.

“Creating a new brand identity for thyssenkrupp is a marvellous and multifaceted assignment for thjnk and loved. We worked with the client to take the brand further and reposition it. We will now be integrating the new brand identity into all of thyssenkrupp’s internal and external communications channels,” says Michael Trautmann, co-founder and Member of the Management Board of thjnk.

Alexander Wilke, Head of Communications at thyssenkrupp: “thjnk’s clinched it in the pitch above all thanks to the agency group’s strategic expertise. We firmly believe that thjnk and loved are the perfect partners. It was especially important for us to bring all the thyssenkrupp companies together under one umbrella brand for the first time. I am very proud that we accomplished that. This, too, shows that we at thyssenkrupp have managed to get a good many changes off the ground. All that makes the new brand visible and brings it to life. It will give our change process fresh impetus, both internally and externally. Along with the logo, slogan and corporate design, our new brand promise is the centrepiece of the project.”

The thjnk agency group’s Hamburg and New York branches as well as design subsidiary loved are responsible for consulting as well as implementation of the new brand identity. The cooperation with thyssenkrupp was preceded by a pitch.