Showing Colors with a New Livery
New logo and sharper branding for globally-operating "Lumberg" trademark in B2B markets
Lumberg as a globally-operating manufacturer of connectors and contact systems for specialized B2B markets, is professionalizing its marketing and establishing process flows for the specific management of the corporate brand. The brand's relaunch, in this case, starts "at the very top" - with the logo and its highlighting claim.
"Today, more than ever, we are living in an era defined by visuals", explains Meike Schmidt, managing partner at Lumberg. "Even a corporate brand lives in the moment, mirroring such a present. It therefore makes sense to go with the sign of the times, even to be a step ahead. Consequently, its outfit should be neither ultra-modern nor outdated. Our "Made by Lumberg" must adapt to such drastic visual changes. Our eyes have become accustomed to totally different visual impressions brought to us initially by commercial television, and more recently by the Internet."
The company's former logo was created almost 35 years ago, and at the time was commis-sioned to an advertising agency. The "new" logo, an in-house development, reflects Lumberg's self-confidence. "With a group of colleagues we worked out three specific and concise particularities for Lumberg: We are a third-generation, familyrun company; this continuity and sustainability determined the color "green". We are a high-tech solution-provider for the individual specific demands of our customers, which calls for a distinctively more technical "font" of our name; and we cultivate a much more intense and personalized approach for the individual relationships with our customers, which our "passion for connections"-claim - always in English, to reflect our internationality - expresses", explains Kai Rotthaus, head of marketing and corporate communications at the Lumberg Group.
A strong brand works from the inside out. It conveys a compacted, genuine, inner core to the target groups. For this reason employees are the crucial communicators of their corporate brand. "And we now have to ensure that our "inner luster" radiates to the outside, to our customers, suppliers, neighbors, journalists and the public interested in our endeavors", so Schmidt's summary of the communication mission behind the new face of the Lumberg Group.
Lumberg Holding GmbH & Co. KG
The Lumberg Group, headquartered in Schalksmühle, Germany, ranks among the leading providers of connector and interconnect systems. Core areas of expertise include R&D, manufacturing and the worldwide sales of electromechanical and mechatronic components. For almost 80 years, the Group's skills have broadened from manufacturing connectors and challenging micro-contact elements, to developing complex mechatronic assemblies, to customer-specific engineering and technical design services for all industries. In-depth application expertise led to strong partnerships in the automotive, home appliance, building technology, communications, consumer electronic and photovoltaic industries. Family-run in the third generation, the company has a global workforce of around 1.000. Subsidiaries in Europe, America and Asia form a dense sales network. In 2011, the Group's turnover totaled some Euro 122m. Over 20,000 catalog and customized products are proof of the company's efficiency. www.lumberg.com