Redesigning a lighting brand for the future
Zumtobel Group AG
The Zumtobel Group’s innovative solutions and offers reflect the profound technical changes in the lighting industry. Since the move to LED, focus is now on interconnectivity and intelligent light management. As a market-leader and industry driving force, Zumtobel needed an updated brand strategy and visual identity to support this both internally and externally.
The challenge was to develop a sustainable visual identity for the Zumtobel Group and its three main brands: Zumtobel, Thorn, and Tridonic.
The focus went beyond external appearances, conveying the individual characteristics of the brands while enabling consistent storytelling for the entire Zumtobel Group.
Through in-depth research, including interviews with international B2B clients, we defined the unifying story across all brands. We also identified the strengths of each individual brand, and the unused potential for both visual expression and brand messaging.
The result was a new brand expression for all four brands, emphasizing the idea of an eco-system of complementary brands. Underlying design principles based on the structure of light ensured coherence, without obvious visual similarities.
The Zumtobel Group began implementing their new visual identity just in time for the industry’s trade show, Light + Building, in March 2016. The updated brand concepts for the other brands—Zumtobel, Thorn, and Tridonic—will be introduced and implemented over time.