Brand realignment Köhl – Reevaluate the old. Embrace the new. Establish new constants. Evolve identity.

The identity of the KÖHL brand has been redefined, aligned for the future, and linked with the company on a long-term basis. The new brand values of RESPONSIBILITY & PASSION and CREDIBILITY & CREATIVITY combine rational, serious traits with emotional characteristics.

The new logo is designed to function digitally, be placed on products, and, most importantly, be future-proof. The simplified element of a seat shell is reflected in the logo, establishes a link to the product and can also be used as a standalone graphic element.

Rather than flashy colors, the new color palette provides a calm, high-quality base that highlights the product. The logo serves as a signature and does not compete with the products.

New information hierarchies, designed from the user's perspective, simplify navigating through price lists, brochures, and the website.

Technical terms and product components are supported by illustrations. A new illustration style has been introduced for the latter, complementing the existing illustration portfolio and set up to be easily expanded upon.

A unique photo concept positions KÖHL as transparent and honest. Photosets may be visible, and the set shots are later combined with real reference pictures of products in application.

Internal communication has been strengthened through the early involvement of employees, solidifying the brand from within.