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GOLDBECK

Systematising the invisible. Individualising the visible.

Challenge:
The second-generation family business based in Bielefeld has grown strongly in recent years. With over 12,000 employees and a turnover of over 6.7 billion euros1, GOLDBECK is one of the leading construction companies in Europe. Number 3 in Germany2. The problem: no visibility as a brand. The brand appearance is fragmented into many different customised solutions. It no longer does justice to the claim “Building Excellence”.


Task:
1. Consistency: To be recognisable throughout Europe as ONE GOLDBECK, across all media and channels, in order to increases communicative efficiency.
2. Differentiation: Bringing the uniqueness of the GOLDBECK idea to life through design: Building excellence thanks to serial construction, innovative technologies, planning, construction and service from a single source
3. Modernisation: Simplify and make application more flexible. Becoming future-proof and attractive to new talent.

Solution:
- Simplification of the logo by focussing on the word mark, use of the picture mark on another level 
as a ”seal of quality“ and as a sign of identification with the brand.
- Clear colour scheme: an activating blue as the brand colour. Supplemented by ”carbon“ for boldness and white for freshness. Enhanced by warm gold and technical-looking aluminium.
- A typeface full of character that combines legibility with lightness.
- The “serial design principle” that generates consistency and brand typicity across all channels and media.


1 Financial year 2022/23
2 Hauptverband der Deutschen Bauindustrie e.V., 2023; Liste der 50 größten deutschen Bauunternehmen in 2022

Projects: Brand Design / Online Guidelines / Publications / UI Design / Employer Branding // JvM Creators: Positioning, HR-Campaign, Literature

Evolution instead of revolution: focus on the word mark for more clarity, optimised in detail. Blue stands for GOLDBECK themes such as innovation, technology and sustainability. Complemented by carbon, white, gold and aluminium.

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The picture mark remains a strong symbol of identification with the brand and also takes on the significance of a seal of quality.

GOLDBECK Next as a brand typeface. Clear lines with geometric elegance and the slightly technical character combine legibility with lightness. Serial design conveys the speciality of GOLDBECK - e.g. via the „serial patterns“.

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Jung von Matt BRAND IDENTITY GmbH
Glashüttenstraße 38
20357 Hamburg
Fon +49 040 4321 2127
hello@jvm.bi

Jung von Matt BRAND IDENTITY ©2024