To reflect changes within its organisation over recent years, Thyssenkrupp yesterday announced the launch of a unified global brand, reflecting transformation of the Germany-based technology company to a diversified industrial group.

“We are a different company today. We have become more diversified and as a result more stable,” says Dr Heinrich Hiesinger, CEO of Thyssenkrupp.

Communications chief, Alexander Wilke, adds: “However, we are not yet perceived everywhere as the high-performance industrial group we are and want to become even more. That’s why we decided to redevelop the brand."

The company highlighted that the new branding, based on a survey of more than 6000 customers, employees, applicants, investors, works council members, public figures and consumers, places a stronger focus on customers. "It communicates the company’s positioning as a diversified industrial group and its aspiration to work in an integrated way, leveraging internal synergies and creating added value for customers, employees and shareholders."

Wilke notes that while the new brand condenses what Thyssenkrupp stands for in a logo, a slogan, and new colours, "...these are only the visible elements of our brand. At its core is our brand promise – because it places the focus on customers and says how we want to advance them.”

Jens Michael Wegmann, CEO and chairman of the management board of the Industrial Solutions business area, comments: “We at Industrial Solutions identify fully with the new brand promise and also see it as an incentive. We have always been a long-term partner to our customers, with whom we have jointly developed tailor-made, reliable solutions – based on our leading engineering skills and the experience gained in building more than 5000 industrial plants. The further regionalisation and integration of our businesses will help us move even closer to our customers, further expand our specific market know-how in the world's growth regions, and strengthen our service business.”