Munich-based branding agency KMS TEAM developed the new brand identity for the joint venture. It is based on the mission statement »Shaping the Future of Mobility Lighting with Seamless Connectivity«, which was condensed 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.
Movement: 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.
Focus: 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.
Nadine Schian, Head of Communications, Marketing & Brand OSRAM Continental GmbH: »We have big plans: We want to become a major player in the market as quickly as possible. To do this, we need a strong, distinctive brand that clearly communicates our brand values. KMS TEAM created an entirely new brand identity that is far more than the sum of its individual parts.«
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