Fragen & Antworten
Why did we relaunch the brand at all?
Koenig & Bauer AG has 33 subsidiaries. As they all have a different look on the market, you can’t identify a clear brand image. A common “roof” under which all their values and competences are pooled provides a point of reference and fulfils the brand promise for them all.
Why now?
A major event like the anniversary emphasises the importance of the new consolidated brand presentation, so it was announced at the anniversary.
Why was the easy-to-say and globally well-established ‘KBA’ replaced by ‘Koenig & Bauer’ which many find difficult to pronounce?
An experienced brand agency conducted interviews on the sound and associations of both names in ten countries. Koenig & Bauer suggests the German origin, respectability, trust, technology and inno-vation. And this tipped the scales in favour of Koenig & Bauer, even if KBA is easier to say. Interview-ees however tended to associate it with consumer goods, entertainment or sport.
What are the Koenig & Bauer brand values?
- The pioneering spirit is in our nature
- We define ourselves through our actions
- We are driven by passion for mechanical engineering
How were the brand values developed?
They were based on interviews with employees from almost all companies and users of & Koenig & Bauer and its competitors. The anonymised answers provided the basis for the analysis and strategy phase. The ability to combine and associate emerged as common aspect: Ink & Substrate, Tradition & Innovation, Approachability & Professionalism, Needs & Technologies. This interplay gave rise to the tag line which conveys the values and brand core: “Koenig & Bauer has what it takes to take customers further.”
How do/May we shorten Koenig & Bauer in the future? K&B?
No. That would compromise and weaken our brand. The brand name is Koenig & Bauer.
The Koenig & Bauer logo is too long, how do we use it in a limited space?
The short form of the logo is the ampersand. Its brevity puts the premium brand Koenig & Bauer visually in a nutshell.
What does the ampersand stand for?
In typographic terms the ampersand is a ligature of the letters et, the Latin for “and”. It visually sym-bolises the brand core: “We bring together what moves our customers forward” and associates values:
- The pioneering spirit is in our nature
- We define ourselves through our actions
- We are driven by passion for mechanical engineering
Why is there an ampersand outside the headquarters in Würzburg?
The foundry gave it to us.
The old KBA signet (2 circles with a bar) had a visual link to presses – that’s missing now somehow; couldn’t it have been worked in?
The old logo no longer reflected the new technologies – it was time for renewal. But there is a legacy, if you take a closer look …
Is the ampersand our new design mark?
No. It does not carry the same weight as the word mark. It is an enhancement. It acts as the ‘peg’ for all communication and core messages. It can however be used on its own if there is no space for the word mark.
How do I present myself as a subsidiary, if we now only have Koenig & Bauer as umbrella brand?
What our legal structure is like does not interest customers. All the power is radiated by the umbrella brand. So it is not KBA XY GmbH & Co. KG, but Koenig & Bauer who launches a new product.
What does “We’re on it” mean?
The tag line captures the Koenig & Bauer’s identity and competences and translates them into a memorable communicative message:
“We can print on almost all substrates.”
“In emergencies – we’re on it.”
“We are willing to take on our customers’ challenges.”
“We don't give up until we have found a solution.”
“We are the print experts with the longest tradition and experience. No matter what the future holds in store for you and us.”
Will the BUs and subsidiaries with KBA in the company name like KBA-Sheetfed, KBA Digital & Web, KBA-Metronic, KBA-France etc. be renamed?
Yes. This is a management board decision. New companies will operate under the name of Koenig & Bauer step by step.
Can the new visual language be tuned to reflect our business (ink on substrate)?
The visual language is going to be revised. We know that we have narrowed down our options. A unique visual language is vital to set us apart from competitors. Colourful imagery isn’t the only way of conveying technology and innovation.
The old logo features in almost all videos (at product level). Am I still allowed to use them?
Please change if possible and reasonable. Otherwise, no longer use them after June 2018. We are aware that there will be exceptions, because we simply don’t have any alternative machines we can show.
What happens if we can’t manage to do the changes in time?
Let ZM know of any possible delays at an early stage (dagmar.ringel@koenig-bauer.com)
How long have we got to change the machine design?
Until the drupa 2020
How long for the brochures?
That depends on the availability of photos and machine renderings. Once they are available, the brochures can be changed completely to the new design as soon as pos-sible. If the photos aren’t available, then at least the new logo and font must be introduced by June 2018.
Do we have a solution for bilingual business cards? (e.g. representative offices with non-Latin characters – China, Japan etc. and our sales executives/directors in the field in those countries)
The business cards are designed in an international format. If necessary, order more business cards in the language required.
When do internal and external documents have to be changed by? (e.g. work instructions, sales information, internal announcements, invoices, contractual documents etc.)
This will be done gradually, until all documents are changed over by the end of March.
Which Powerpoint template is to be used? Why are there three different colour versions?
The Powerpoint templates are in the Intranet (Group – Documents − Presentation templates), in Salesforce and in the brand portal. Blue is used at corporate and image level, grey at product and service level and red for special topics and events.
By when must the building branding be changed?
By the end of March 2018. ZM is providing support with the supplier who did the branding in Würzburg.
Who will monitor worldwide compliance with the new corporate design?
The people responsible in the BUs together with ZM. It is in the interest of the respective marketing managers to strengthen and maintain the brand.
Is there a guide like in videos on how to handle the new brand?
Not yet, but we're working on a guideline.
How do I change my website to the new CD?
There is a style guide for web applications.
Are there guidelines for work clothes?
Yes. You can find it in this brand portal.