We’re stronger –together
Genoverband The »Genossenschaftsverband der Regionen« (Federation of Cooperatives) is changing their name to Genoverband effective
at the beginning of the year 2024. We created a new corporate design for Genoverband and their network partner, AWADO. This consistent, clearly recognisable visual identity underscores their shared heritage.
The aim: Although Genoverband and AWADO are legally separate entities with their own communication channels, this shared identity makes them a new brand family. They strengthen each member of their association, fostering trust and providing orientation – within the organisation and beyond.
Developing a new, shared world for two previously independent brands was a challenge.
The new logo abstracts the circular shape of the two former individual logos into quadrants: at the lower left for Genoverband, and top right for AWADO. The quarter circles at opposite ends unite the two logos. As design elements, they bring topics and ideas together while visually signifying the new brand across all areas and touch points.
Daniel Illerhaus, Head of Communication, Marketing and Policy at Genoverband explains: »Developing a new, shared world for two previously independent brands was a challenge. With our strong internal team and partner KMS TEAM, we did more than just finish the project – we rocked it! I’ve heard phenomenal things about the new branding from our members, customers and colleagues.«
We developed striking symbols for each company in addition to the new logo. Each logo version may appear in one of the four primary colours: deep blue, blue, violet and turquoise. We also use the quadrant as a basic graphic element in the design.
The new tagline for Germany’s largest federation of cooperatives »We’re stronger – together.« stands for the fusion of two successful brands to form a family. When markets change, strong brands are important – providing valuable orientation to customers and future talents alike.
In addition to reskinning the corporate website and Careers page, we partnered with Papirfly to establish a new brand portal for the federation. This platform makes it easy for people to access and use all elements of the new brand design.
Wolfram Kornemann, Design Director KMS TEAM, explains: »The project is a great example of the bold results we can achieve when working closely as partners. This is the only way to bring about real changes and effectively evolve a brand with a long-term impact.«
The project is a great example of the bold results we can achieve when working closely as partners.
Genoverband
Genoverband e.V. is an auditing and consulting association, educational provider and interest group for around 2,590 member cooperatives. A modern service provider, Genoverband serves companies from the banking, agriculture, retail, trade and service industries with around eight million members in 14 German states. Around 1,320 employees look after the members, serving as partners, consultants and supporters of the member cooperatives.
