Brand relaunch with Schneider
Grown over decades, developed with care: For more than 80 years, the Schneider brand has stood for writing instruments that are appreciated worldwide. Rooted in this tradition, we have optimized the entire brand identity for today’s requirements.
Taking the own self-image one step further
For a long time, the claim “Write it” stood for Schneider. We have taken this one step further: Why do you write something down? Because it is important. The focus is no longer on the pure function of a writing instrument, but on the emotional value that is created through writing. Meaningfulness thus becomes the overarching guiding principle of all brand communication. In a world that is being revolutionized by megatrends such as digitalization, globalization and sustainability, Schneider is repositioning itself: even more emotional, concise and digital.
Claim
Schneider not only supplies reliable writing instruments. The brand gives people the opportunity to create something meaningful. This is clearly expressed in the new internationally oriented claim: “Make it matter” is both a claim and a mission. The claim is accompanied by the strong reportage character of the imagery as well as authentic stories about those who create something unique with the help of writing instruments from Schneider. In this way, the claim develops depth of content and emotional power.
Logo
The logo symbolizes the beginnings of the traditional company: the name begins with the letter S, which is represented in the different line widths of the company’s writing instruments. The ball is reminiscent of the first product, the classic ballpoint pens. As part of the brand sharpening process, we have now simplified and harmoniously balanced the logo. As a result, it is now also ideally suited for digital applications such as display on smartphones. This now also enables cross-media use in very small sizes, where a separate second logo was previously necessary.
Examples of application
Rigid corporate design rules have been transformed into a flexible design system that meets all the requirements of multi-channel communication. The familiar – but very rigid – brand banderole was transformed into a logo badge that allows for much more agile layouts. The new TT Norms corporate typeface with its strong character, the digitally refreshed color palette and the authentic imagery combine to create a convincing brand design system that is both consistent and leaves plenty of room for creativity – whether in the print catalog or on the website.
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Behind the Scences
Growing product range, further developed communication strategy, newly established communication channels and changing media usage behavior: Despite all these changes, Schneider’s brand design remained untouched for a long time. In order to keep up with the competition, the urgent question arose as to whether the brand image could still meet all these requirements.
This extensive process began with a joint workshop in which we worked together to lay the strategic foundations for aligning the brand for the future. Working closely together, we not only managed to create a coherent brand design that takes visual aspects into account – we also developed a vibrant design system with a corresponding brand voice that credibly conveys the brand’s values at all levels, in all media and channels: Make it matter.
