You’ve seen them. You’ve used them. You remember them. Our most influential corporate designs have left a lasting mark on everyday life—shaping markets, culture, and expectations. Some are still going strong, others have become part of brand history. From mobility to beauty to food, the categories may differ—but what unites them is a clear idea, brought to life through distinctive, enduring design.
EVERY SMILE
IS A MASTERPIECE.
THIS IS OURS.
TUI still makes us proud. A brand that brings everything together in a single logo: brand idea, ambition, and attitude toward life—capturing the joy it evokes in one simple, iconic smile. More than 20 years later, it still turns frowns upside down.
From the very beginning, the branding approach set TUI apart. Its pioneering multi-color concept inspired many, while the distinctive use of the logo within imagery created a visual language capable of telling stories even without headlines—unique then and still today.
Over time, we have carefully evolved this bespoke system across the entire value chain without losing what makes it so recognizable. Whether in Mallorca or at the Cape of Good Hope, from travel agencies to airports, airplanes, buses, cruise ships, and hotels—the TUI smile is present everywhere in the world. Discover the Smile!
BRANDS THAT DEFINE CATEGORIES.
Die Techniker
Leave out what makes you sick.
Modernizing and transforming the brand identity of Germany’s leading statutory health insurer: “Techniker Krankenkasse” becomes “Die Techniker.” An iconic logo, reduced to the essentials. Designed to create maximum creative freedom—contemporary, digital, flexible, and alive. Finally a brand. Finally Techniker. The image of health.
Studio Hamburg
Into the spotlight
The visual identity of Studio Hamburg follows a clear and deliberate decision: maximum reduction in favor of attitude and precision. The logo is correspondingly simple and focused—free of visual effects, without overstatement. Precisely for that reason, it appears timeless and confident, signaling a brand that convinces through its substance. The color palette, above all the consistent use of black, reinforces this approach. Here, black stands for focus, professionalism, and a certain formal rigor. At the same time, it creates a visual stage on which content, productions, and partners can take center stage.
In this way, the design communicates exactly the role Studio Hamburg occupies in the market: not a loud sender, but a strong, reliable framework that provides the foundation for high-quality media work with clarity and conviction.
Schuberth
Protect your head. Free your mind.
Industrial workers, police officers, firefighters and naturally motorcyclists trust German company Schuberth, one of the world’s leading helmet manufacturers. But how to create a new face for a brand that has found its way onto so many heads and into so many hearts? We not only leveraged a strong concept and the company’s shared values but also created something to drive business growth and convey Schuberth’s leadership aspiration in visual form.
REDEFINING
MODERN LUXURY
Elegance. Prestige. Modern Luxury. That was Mercedes-Benz. It all began with the decision to restore the brand to the level of quality it had lost. The rebranding of the rebranding before the rebranding.
By decoupling the star from the logotype, communication can be linked to the brand more quickly and directly. The brand itself becomes the sender. The standalone star also enables a radical simplification of the brand architecture. All divisions and sub-brands of Mercedes-Benz are now presented according to one consistent principle. The star shines brightest on black. This “black stage” allows both the star and campaign imagery to truly glow. In this way, the brand presence elevates the communication while deliberately stepping back itself. Modern luxury becomes tangible and experiential.
Where brand perception across digital, print, and 3D was previously fragmented, the brand will now be experienced more consistently—defined by the standalone star on black. An expanded color spectrum further introduces distinct impulses within the brand presence: Deep Black stages, Plain White informs, Arrow Silver refines, and Pure Blue activates. The dealer blue used until now has been discontinued in favor of a more unified brand perception. With the first quarter of 2016, the rollout of the new brand identity was completed, marking the end of the collaboration with Mercedes-Benz. The shiny three-dimensional star will continue to fill us with pride and joy. The best or nothing—we will miss it.
BRANDS THAT LEAVE A LASTING MARK.
KWS
Seeding the future.
Revitalizing a global seed company trusted by generations of farmers is no small task. We evolved the KWS brand to reflect both its deep agricultural expertise and its forward-looking ambition. The result: a modern, distinctive identity that keeps the brand evergreen—while reinforcing its role as a reliable partner delivering high-quality seeds to farmers around the world.
Bostik
Smart adhesives
The gecko is more than just a symbol—it is the DNA of the Bostik brand. It stands for a unique connection between science and everyday usability: inspired by nature, translated into innovative adhesive technologies. Its ability to adhere effortlessly to a wide variety of surfaces while remaining flexible and easy to remove perfectly reflects Bostik’s ambition—to develop smart adhesive solutions that perform reliably without compromising on usability or performance.
ENERGY
FOR THE BRAVE.
To this day, people still ask us about innogy. Why is that? Innogy was more than just a new energy brand. It was a bold attempt to completely rethink energy—innovative, playful, and in many ways radically different from anything the industry had seen before.
In a very short time, we built a brand together that didn’t just supply energy, but reimagined it. The 2016 IPO was one of the largest in Europe and instantly put innogy on the map. Both internally and externally, the brand quickly became well known and, above all, surprisingly popular—because it broke new ground.
And then, after just a few years, it was all over.
With the restructuring of the energy market, innogy disappeared as quickly as it had arrived—almost like a phoenix: rising briefly, shining brightly, and then fading away.
What remains is the memory of a special time.
Of a brand that showed that energy, too, can be light, accessible, and thought differently.
Thank you to everyone involved—and to those who were part of it. What a beautiful, renewable, and sustainable time.
Jung von Matt BRAND IDENTITY ©2026
