Project
New, Modern – the Corporate Design for Koch Türen
It was not necessary to reinvent the door in the case of the redesign of Koch Türen's logo and design elements. The recognition learned over the years should neither be completely discarded nor cause confusion.
The modernization of the corporate design should represent a smooth transition from the existing design, which was not wrong per se, to the new appearance. The Koch Türen brand has evolved, and this should now be reflected in the design of communication materials.
Why a Redesign?
The company Koch Türen has developed and changed over the years. This should be reflected in the branding. With the redesign of the logo, the central visual element, we laid the first anchor for all further developments.
A good redesign creates a visible change that is positively perceived without losing the essential character of the logo. The recognition value must be maintained. This also enables a smooth transition between old and new design, and already produced items can coexist and be used up sustainably instead of being thrown away.
However: The image element is rather delicate and only works from a certain minimum size. Details in typography weaken effect and readability. Therefore, we have reduced many details, standardized angles, improved line thicknesses, and chosen darker gray tones to be well equipped for digital applications. The logo is now overall more stable and homogeneous. Furthermore, we enable a responsive logo. This means that from a certain size or for special productions, details are omitted and lines become reduced and thicker.
Colors and Pictograms
In addition to the white of the used whitespace, the most used colors are a range of improved gray tones and the two accent colors “Ocher” and “Orange”.
To follow the visual update of the logo and the general design language, pictograms are used which have clear geometry and convey a certain stability and strength – like Koch Türen: geometric, strong, stable. They have more edges than curves.
Business Equipment
Portrait format, as a reference to doors in general, which are mostly portrait. The back always shows a different wood surface (including designation) and thus adds value.
Layout in General
A design grid for print products creates a uniform set of rules. This grid ensures a consistent visual language and high quality over a long period. All elaborations refer to it.
In general, the layouts are reduced and work with a lot of whitespace. This creates the perfect stage for the doors to unfold their effect. The typography is strong and clear, but does not compete in any way with the product images. Through the targeted use of image photography, emotion is conveyed more strongly, and very technical content can be loosened up.
Result | Conclusion
An update with clean and logical improvements of a corporate design brings great relief in coordination with the client, because everyone is in the same boat in terms of design and pulls together visually. Even small changes, which may initially seem trivial to laypeople, now unfold their full impact overall, and the difference is obvious to everyone.
Jana Windhaber – Art Direction
In Loving Memory of Stefan Brigola.
Keyfacts
- Project period: 6 months
- Services provided: comprehensive redesign of logo, colors, pictograms, business equipment, design grid, and general design principles
- Highlight(s): Smooth transition from old to new design and enabled parallels
- Result: high-quality and modern design matching the brand
in Detail
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Design
- Logo Development
- Corporate Design
- Brand Design
- Typography
- Print Design
- Editorial Design
- Visual Language
Client
- 2 management
- 1 marketing employee
Breitetiefe
- 1 project management
- 2 art direction
- 1 graphic design
Your Contact
- Jana Windhaber
- Art Direction