Jung von Matt/Brand Identity ushers in a new era with ZF
Just in time for the IAA, ZF Friedrichshafen presents itself with a new brand identity. It was developed by Jung von Matt/Brand Identity.
About two and a half years after the acquisition of the American group TRW Automotive, ZF presents itself as "One Company". Zurich-based branding agency Jung von Matt/Brand Identity provided strategic advice to the global technology leader for the realignment and developed the new brand identity.
Under the banner of Vision Zero - mobility without accidents and emissions - ZF Friedrichshafen (ZF) is not only accompanying the digital transformation of the mobility industry, but is also driving a new era of mobility. As the world's leading technology group, ZF has the innovative power and a broad product portfolio for intelligently networked technologies and systems. The new brand identity expresses this self-image and provides the breeding ground for the future brand experience.
"In order to do justice to the future of mobility in communication as well, we have completely revised and modernized our brand presence. On the one hand, the seriousness as a technology leader and the trust in the ZF brand were of decisive importance - on the other hand, our innovative competence and performance were to be expressed concisely. The timing was ideal to One Company as a visible sign of the largely completed and successful integration of TRW," says Stefan Schmitt, Director Marketing Communications.
A key visual was developed as the core element of the new brand identity: The Flex-Grid. Inspired by the swarm intelligence of biological systems, it is a constantly changing element and illustrates the networking and interaction of technological systems. As a defining design element, it can interact with images or communication content and creates an independent dynamic across all media.
To further strengthen the visual power of the appearance, the familiar ZF blue is used dominantly and extensively. As a differentiating brand color, it not only creates identification, but also gives the appearance a generous stage on which all communication elements are strikingly shown to advantage. As a reminder of the integrated TRW organization, the color scheme is complemented by the accent color red. The new typography appears technically sophisticated and gives the brand profile and character.
The distinctive and established ZF logo has not been changed, but is used in a free form. This improves perception, gives the logo space, and allows it to radiate sovereignty in line with its significance: As a widely visible sign of technological competence.
"Since communication is also increasingly taking place in digital channels, the development of the corporate design focused on maximum flexibility. The interplay of the brand elements does justice to the diverse application possibilities of digital media without losing conciseness. All in all, an intelligent appearance has been created that adequately represents ZF's global and technological leadership role and makes the new era of mobility tangible," says Philipp Braun, Head of Advertising & Corporate Design at ZF.
Responsible at ZF Friedrichshafen: Christoph Horn (Senior Vice President Global Corporate & Marketing Communications), Stefan Schmitt (Director Marketing Communications), Philipp Braun (Head of Advertising & Corporate Design). Responsible at Jung von Matt/Brand Identity: Thomas Deigendesch (overall responsibility, strategy & consulting), Carine Labatut (client responsibility, strategy & consulting), Kathrin Fach (head of creation), Stefanie Behm, Simon Kassewalder, Micha Rückstein, Dorothee Argast (design).
