Brand architecture

A strong corporate brand for ­the entire company

The brand architecture defines the content and formal structure of the company portfolio. The aim is a strong appearance and better visibility beyond the industry. That is why Koenig & Bauer’s expertise and strengths are bundled and united under one umbrella brand. The Koenig & Bauer corporate brand creates a strong brand umbrella for all departments, divisions and companies. It is the strong and overarching sender for all companies of the Koenig & Bauer Group. Subsidiaries, foreign entities and business units are indicated by the company name.


Corporate brand

Company name

Koenig & Bauer AG

Koenig & Bauer Digital & Webfed AG & Co. KG
Koenig & Bauer Sheetfed  AG & Co. KG
Koenig & Bauer Industrial AG & Co. KG
Koenig & Bauer Gießerei GmbH
Koenig & Bauer (DE) GmbH
...

(excerpt)


Sender behaviour on business cards

The overarching umbrella brand is used by all Koenig & Bauer companies on a uniform business card front. On the back, the company name is typographically enhanced.

Sam Sample
Job Title

T + 49 (0)931 123-4567
M + 49 (0)170 34 567 89
sam.sample@koenig-bauer.com

Koenig & Bauer AG
Friedrich-Koenig-Straße 4, 97080 Würzburg, Germany
koenig-bauer.com

Sam Sample
Job Title

T + 49 (0)931 123-4567
M + 49 (0)170 34 567 89
sam.sample@koenig-bauer.com

Koenig & Bauer Sheetfed  AG & Co. KG
Friedrich-List-Straße 47, 01445 Radebeul, Germany
koenig-bauer.com

Sam Sample
Job Title

T + 49 (0)931 123-4567
M + 49 (0)170 34 567 89
sam.sample@koenig-bauer.com

Koenig & Bauer MetalPrint GmbH
Wernerstr. 119–129, 70435 Stuttgart, Germany
koenig-bauer.com

Sam Sample
Job Title

T + 49 (0)931 123-4567
M + 49 (0)170 34 567 89
sam.sample@koenig-bauer.com

Koenig & Bauer Flexotecnica S.p.A.
Via L. Penagini 1, 26838 Tavazzano (Lodi), Italy
koenig-bauer.com


Sender behaviour in the literature

Legal entities on the cover

The trademark is the strong and overarching sender. Therefore the legal entities are not positioned on the cover page.

Legal entities on the back

On the back, the legal entities are typographically highlighted in the same way as on the office products.

Legal entity: 
Koenig & Bauer H Book
Font size:
40% of the HL
Line spacing: 115%
Character spacing: -10
Distance to the headline:
1 space line of the legal entity


Sender behaviour on websites

The brand strategy principle is also continued consistently in the digital channels. Koenig & Bauer is positioning itself as a strong umbrella brand through the legal entities. Similarly to the office products, the company name is subordinated and shown as a “home button” in the navigation. The red “sub-brand bar” is used for emphasis.