Spotted over the weekend, the German software giant has come out with a sweeping and stunning new corporate brand image and public announcement of its brand strategy. The Nemetschek Group, whose brand image is not as strong in the United States as in Europe, aims to change that with its new global branding efforts and unified theme.
Nemetschek AG home page
“With the new umbrella brand strategy, we will continue to improve our good position on the international AEC market and develop our strengths for the benefit of our customers,” says Ernst Homolka, CFO and Board Spokesman, Nemetschek AG. The new public image will not only create the necessary clarity for the group’s broad product portfolio, it will also clearly set the group apart from its competitors, continues Ernst Homolka.
Moving Minds
The core of the new brand is the slogan “moving minds”, together with the use of a horizon as the key visual and a logo that reflects the group’s diversity. In accordance with the new umbrella brand strategy, other Nemetschek AG brands will also display a consistent brand image over the world.
Moving minds as a slogan represents the diversity of the group and the individuality of every product brand. Use of a horizon as the key visual symbolizes the opening of new possibilities and makes room for unrestricted design freedom. This means that Nemetschek is positioning itself as a company that provides its customers with a broad range of solutions with its ten product brands and that supports them in implementing their ideas.
Product Brand Colors
Consistent with the color bars used in the branding design, brands within the Nemetschek Group will get assigned signature colors with symbolic meaning to a significant project or technology.
Nemetschek Allplan will use dark red as its signature color in future, together with a new logo. The relaunch also covers the www.allplan.com website and the entire range of print media. The central visual motif of the product brand is the Five Boats office building at Duisburg Harbor, by Bahl Architekten. It represents Nemetschek Allplan’s competence and expertise in developing building design software.
Nemetschek Scia will use dark blue as its signature color in future. The Scia key visual is the Apollo Bridge in the Slovakian capital of Bratislava. This makes it clear that the Belgian software company stands for expertise and many years of experience in the development of engineering software for the analysis and design of frame and plate structures, as well as for project management. The new brand logo will appear on all product packaging from now on. The main product will be known as Scia Engineer.
Key Macintosh-based brands within the Nemetschek Group include:
Graphisoft ArchiCAD, a Nemetschek Company
Nemetschek North America’s VectorWorks
Maxon Computer’s Cinema 4D (C4D)
To explore the new Nemetschek AG site go here.