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.
Joint stock company
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
Business units
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
Subsidiary
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
Foreign entity
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.
Formatting of the legal entities
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.