The company is undergoing a major transformation: with a new strategic direction, a new name (SGL Group – the Carbon Company is now SGL Carbon), and a new visual identity. KMS TEAM created the brand design, which will be presented to the public during the shareholder meeting. The Munich-based branding agency also optimized the brand story and values for use in communication, and is supporting the implementation of the brand across all touch points. 

The overarching idea of the visual identity is the contrast between power and clarity: The technical, industrial and massive feel of the world of graphite and carbon fiber is translated into a design with a light, airy look. This reflects the company’s ingenuity and commitment to the future as well as the durable, yet lightweight aspects of the materials they produce. 

Andreas Pütz, Director of Corporate Communication and Marketing at SGL Carbon: »Our brand values and new visual identity give us a distinctive profile and communicate a clear mindset: SGL Carbon is a technology-based company that is helping to shape the future. Thanks to KMS TEAM, we have shifted our focus onto our brand and our brand promise as essential factors for our success as an organization.«