The new brand identity for the joint venture OSRAM Continental is based on the mission statement »Shaping the Future of Mobility Lighting with Seamless Connectivity«. We condensed it down to three design principles that are also characteristics of light: contrast, movement and focus.
Contrast: The symbol featured in the new logo is based on the contrast between light and dark, featuring the stylized initials C and O in black and white. The entire visual identity and imagery is dominated by the interplay of black and white, with bold orange accents.
Light in motion
The new corporate design is conceived of as an agile interface – after all, smart lighting solutions adapt to each application and situation. Movement in this context also means that the visual identity thrives on flexible principles instead of rigid rules.
Bundled beams of light create a focal point, which is why all of the design elements are aligned with the center. The circular shape of the logo is a »spotlight«, which is reflected in the dot grid.
The OSRAM Continental GmbH joint venture was formed in July 2018 through the merger of two technology companies from the fields of lighting and electronics. Together, they aim to accelerate technological transformations in the automotive lighting market with smart lighting solutions.