Stuttgart, June 16, 2023 – A special sense of unity, a commitment to the company’s own expertise, and a focus on customers and employees—these pillars are central to Bertrandt’s new brand identity. For the rebranding of the engineering services provider from Ehningen, follow red and the company have now been honored twice with the German Brand Award in the categories “Excellent Brands – Industry, Machines & Engineering” and “Excellent Brands – Corporate Brand of the Year.”
With a newly developed brand identity and its implementation in communications, follow red, the Stuttgart-based brand communication agency, has instilled a new sense of confidence in the engineering services provider Bertrandt. In recognition of this, the German Brand Institute honored the agency and the company with the German Brand Award in the “Excellent Brands – Industry, Machines & Engineering” category as the winner, and even awarded them a Special Mention in the “Excellent Brands – Corporate Brand of the Year” category for their outstanding brand work.
The new brand identity was based on a rebranding process that lasted about a year. Through workshops with the Executive Board, diverse stakeholder groups, senior management, and the marketing team, follow red carefully defined Bertrandt’s self-image and also analyzed the market, the competition, target audiences, and trends. Based on this, the brand experts developed a strengthened brand identity and a corporate and employer brand story. Bertrandt’s newly defined brand DNA is self-assured and charismatic: “Through our development efforts, we accelerate technological progress and make a meaningful contribution to a sustainable future.”
“The goal of the rebranding is to bring Bertrandt’s sense of unity to life from within the company. We have consistently applied this concept across all our communications—from language and messaging to visual elements. We’re delighted that our work has impressed the judges not only in the industrial brands category but also at the broader level in the ‘Corporate Brand of the Year’ category,” explains Sam Heintz, Head of Brand Strategy, Concept, and Creation at follow red. Bertrandt’s existing brand communication was completely revamped and expanded to include appropriate channels. follow red consistently translated Bertrandt’s new brand identity into design and communication. In addition, through an extensive content production effort, the agency visually captured the “Bertrandt Way”—the soul of the company, which is conveyed to the outside world by its employees. A particular highlight is the new image film, which brings the “Bertrandt Way” to life and was unveiled as part of the brand relaunch.
“We are delighted to receive this recognition from the German Brand Awards, and it reinforces our commitment to confidently promote the Bertrandt brand and integrate it even more consistently into every aspect of our work,” said Matthias Bienert, Head of Corporate Marketing and Corporate Communications at Bertrandt.
The German Brand Award is one of the most prestigious brand awards in Germany. It is presented by the German Design Council, which is celebrating its 70th anniversary this year. The award aims to strengthen brand management as a key factor in a company’s success in both the domestic and international competitive environments.
You can find more information about the award-winning project here.
