As part of its 200-year anniversary, the German press manufacturer presents a new rebranding initiative.
KBA reverts back to original brand name: Koenig & Bauer
Along with new brand name, is a logo and tagline: “we’re on it”
All products and services will also have the same look and design
The new Koenig & Bauer brand will be fully realised by drupa 2020
At its home base in Würzburg, Germany, the printing press manufacturer kicked off the company’s 200th anniversary with an unveiling of a new brand and marketing appearance.
From 21 September 2017 onwards, KBA will revert back to its original brand name: Koenig & Bauer. Along with the name change, is a new logo, means of communication and equipment and product design.
The brand name KBA was first introduced in 1990 after the takeover of Albert-Frankenthal AG. KBA today has 33 subsidiary companies, 12 of which manufacture products for their own customers.
Claus Bolza-Schünemann with KBA and its many brand name amalgamations
Due to the high number of companies under KBA which independently engage in different markets, having a brand presence that is consistent becomes difficult. Although KBA implemented corporate image guidelines for the subsidiaries, each company’s historical and product-dependent circumstances tend to vary public images across companies.
With the new name, the group hopes to eliminate the branding image clutter by uniting the products and services under the strong umbrella brand; Koenig & Bauer.
“Reviewing 200 years of experience in building printing presses, our portfolio of sophisticated machinery and plant, advanced electronics and software, which is unique in the industry, the time is ripe to unite all group activities from traditional to digital printing, pre-press, finishing and first-rate service under one roof,” said Claus Bolza-Schünemann, CEO of Koenig & Bauer.
The New Logo
The relaunch is intended to strengthen the employee’s pride in the history of the company and the pride of new employees, who have joined the Group through acquisitions, in the common brand Koenig & Bauer, and to allow old and new customers to feel the strength of this traditional brand even more, with a modern appearance and product design.
Koenig & Bauer has also put in place three brand colours; blue, red and white. At drupa 2020, all the machines will have the same look and design, with the distinctive Koenig & Bauer logo. If there is inadequate space for the full logo (such as on drawings or spare parts), Koenig & Bauer will utilise the new ampersand symbol between the surnames of the company founders as a logo short form.
The ampersand symbolises the brand core of Koenig & Bauer and combines the values of the company, which are: "Tradition & Innovation", "Requirements & Technologies", "Approachability & Professionalism."
The ampersand will also be used as a recognisable marketing element across advertising and publications collateral. The ampersand also stands as a 3m high cast column beside the new Demo Centre.
Koenig & Bauer additionally revealed a new company tagline: “we’re on it.”
The tagline emphasises the company’s mission “to bring together what moves our customers forward.”
The New Look
The new product design will incorporate a warmer version of the traditional company colour blue, and set against dark and light shades of grey. The machine design will take on a geometric feel with cleaner lines. The overall look and design is described as a “contemporary interface design aimed to attract digital natives”.
Koenig & Bauer will implement the design immediately for all new products. The company aims to fully realise this branding initiative across its subsidiaries, products and services by drupa 2020.