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Corporate Design Dräger AG & Co. KGaA:
As part of the revitalization and sharpening of the umbrella brand architecture of the corporate design of Drägerwerk AG & Co. KGaA, Heisters & Partner was entrusted with the complete relaunch development of the design system developed by Otl Aicher partner Rolf Müller in the 1980s. Under the leadership of Creative Director Valentin Heisters and advised by Senior Art Director Amöne Schmidt, two teams created a total of nine complex corporate design manuals.
Corporate Identity
When developing the redesign, the focus of our work was on treating the existing design with respect. Through intensive collaboration with the company, our team was able to develop a good feeling for the brand values and identity of the global corporation based in Lübeck and approach the work with great caution. In doing so, we developed respect and appreciation for the existing brand components. The redesign of the logo was therefore very mild. It only consisted of a new digitization and precise digital substructure. For our team, this project, which was implemented in close coordination with the responsible partners at Dräger, made it clear once again that in design, it is not about imposing a shape from the outside, but rather about developing a form from the identity of a company that is part of the actions and the entrepreneurial philosophy.
Corporate Design
Corporate Image
Heisters & Partner develops specific corporate visual languages as an expression of the thinking and actions of a company. The visual language never follows purely formal criteria, but always incorporates strategic/content-related objectives into the image concept in order to express the identity of the corporate culture. Based on the principle that every image has a specific image concept that has an effect on the viewer that goes far beyond what is visible, we develop approaches that show a coherent and unifying conceptual thread. The company slogan »Technology for Life« is expressed in these portraits of customers of the medical and safety technology group Drägerwerk AG. A surgeon, a mine rescuer and an anesthesiologist reflect on a decisive moment that influenced their professional lives. Together with the photographer Heiko Schaffrath, an independent, sensitive and consistently CI-derived visual language was developed over several years.
Publications
Dräger is a leading international group in medical and safety technology. Founded in Lübeck in 1889, the traditional company employs around 10,000 people worldwide, more than 55% of whom work abroad. With representatives in 190 countries and service companies in over 40 countries, the brand is one of the leading values in medical and safety technology.
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