Corporate icons and an individual icon world for Kalkwerke

Design

Corporate icons and an individual icon world for Kalkwerke

Challenge

For more than 150 years Kalkwerke has been a fixture for building materials, but the enormous breadth of its product worlds required a new, clear structure. The challenge was to develop a distinctive design usable across media that stays consistent on all platforms and gives users an intuitive brand experience.

Strategy

The strategic direction focused on visually organizing the comprehensive competence of the specialist trade. Through a clear system for the different product ranges, the Kalkwerke brand is put in the foreground as a reliable partner for customers. The goal was to support the experience and the specialized logistics through concise visual guidance.

Identity

The heart of the visual identity is a specially developed set of corporate icons that represents the product worlds simply and attractively. Based on the company colors black and orange, key elements are highlighted through targeted orange accents. This coherent design allows the specialist areas to be grasped quickly and strengthens the distinctiveness of the brand communication.

Application

The use of the icons extends consistently from classic print media to modern web design to ensure clear identification of the product groups. In public space, the new truck wrapping also ensures that the brand identity and the broad spectrum of Kalkwerke remain visible and recognizable to interested people on the road throughout the entire catchment area.

Outcome

The result is a striking presentation that clearly organizes the diversity of the specialist trade and significantly increases recognition. By integrating the icons into all channels, Kalkwerke now has a user-friendly system that interprets the company’s tradition in a modern way and sustainably strengthens the brand identity on every platform.