BDM Diamantwerkzeug KG is the leading brand for tool solutions in surface processing and cutting of materials.

As part of a comprehensive rebranding, we designed the brand presence, the corporate website and the advertising material.

In the beginning we were asked to bring the brand presence into the present, starting with the logo relaunch. The existing logo has been stable for years and therefore has a certain level of awareness and brand presence. The memorable, essential elements of the figurative mark have to be preserved and adapted accordingly. The typography is adjusted according to the current attributes and orientation.

The brand presence is not radical, but evolutionary in terms of continuity. Overall, the new logo has a higher recognition value: the font is more concise and contemporary.

The figurative mark will be further developed as part of the modernization.

The multi-part thin-line diamond shape has given way to a simple and clear symbolism. The image mark therefore radiates a high level of accuracy and is easier to recognize. In addition, the figurative mark is no longer covered by the word mark and can also appear separately in the branding.

We developed a design concept that can be flexibly and practically adapted to all applications: the overall appearance of the website, advertising campaigns, print products and trade fair booth results in a consistent brand image - implemented in a uniform and recognizable design language.