• Twitter
  • Instagram
  • Facebook
  • Linkedin
  • Youtube
  • EN EN EN en
  • DE DE GE de
  • FR FR FR fr
  • NL NL DU nl
  • IT IT IT it
Serviceplan Group Blog
  • Home
  • Agencies
    • Serviceplan
    • Consulting
    • Plan.Net
    • Mediaplus
    • Solutions
    • Facit
  • Menu
  • EN
  • GE
  • FR
  • DU
  • IT

Rimowa gets a new visual identity

Serviceplan
Christine Lischka

Christine Lischka

Managing Partner, Serviceplan Design Hamburg

  • ZARA goes high class - 4. February 2019
  • An icon is flying high - 8. February 2018
  • Rimowa gets a new visual identity - 31. January 2018
  • When food trends meet trend food - 6. October 2017
  • YouTube has a new logo - 4. September 2017
  • A logo like a sunrise - 30. March 2017
  • Pleasantly modest and not overbearing - 19. July 2016
Posts

RIMOWA, the Mercedes of luggage brands, has given itself a new visual identity and simultaneously relaunched its logo. When looking at the new logo, one has to mention that it is actually the logo – otherwise one might assume it was plain text typeset in a sans serif font.
And this is where the drama starts. When new brands are designed today, we try to build an interesting story around the brand to give it depth, independence and credibility. Rimowa has all of this: a Cologne-based entrepreneur established the brand in 1898, and the first aluminium alloy cases featuring the unmistakable grooves came on the market in 1937. An innovation whose future success story was to a large extent shaped by the product design. Since the 1950s, the logo has only ever been changed incrementally through a range of facelifts, and has always been developed with caution.
Successful brands have no need for radical changes. Consumers love brands that tell a story and have an identity. They trust brands and a logo is, after all, known to be the symbol of a brand. Examples of successful logos that do not deny their origin are Prada and Hermès. Brands that are as successful today as they were then. They are synonymous with both tradition and innovation at the same time. Their heritage is anchored in their brand’s logo. The tension between logo and innovative products is interesting, and it enriches brands and gives them depth.

In a visual analysis of Rimowa’s “old trademark”, there are of course weak points when it comes to design and typography. The rounded typography is very much of the 1970s – it appears compacted, the spacing is not optimal, and the mark could do with some more tension and excitement. But this could all have been approached with caution. The M, the W, the label – in short, all the special features of the brand– everything is gone now.

The trend of very clear, reduced scripts for logos is currently at its peak. However, does it make sense to simply follow a design trend?

A design trend is not the same as aesthetics, which has various concepts, one of which is solidarity. Solidarity comes from trust, belonging and identification. Brand managers and brand consultants should engage with this more intensively before they rob a brand of this value.

A cautious step, as in the years before, would surely have been sufficient to align the brand with the spirit of the times.
It now looks impoverished and robbed of its identity. In my opinion, this step shows a lack of authority and self-awareness on the part of the company.

Pity.

The RIMOWA logo was a symbol, an indication of quality. This symbol has now vanished.

This page is available in DE

31. January 2018/by Christine Lischka
Tags: Logo, typography, Rimowa, visual identity, product design
Share this entry
  • Share on Facebook
  • Share on Twitter
  • Share on Google+
  • Share on Pinterest
  • Share on Linkedin
  • Share on Tumblr
  • Share on Vk
  • Share on Reddit
  • Share by Mail
https://serviceplan.blog/sp-content/uploads/2020/05/SP-Logo-Default-Blog.jpg 1920 1920 Christine Lischka https://serviceplan.blog/sp-content/uploads/2022/10/2020_SPGroupLogo_Blog_EN02.png Christine Lischka2018-01-31 10:51:112018-01-31 10:51:57Rimowa gets a new visual identity
You might also like
How to rebrand your logo and love it
Das neue RIMOWA Logo wirkt wie Fließtext
Vier Sterne für das neue Mastercard Logo
ZARA goes high class
Just one star for the new Instagram logo
Milka wird zur Markenikone

Search

Categories

  • Group (152)
  • Serviceplan (111)
  • Mediaplus (53)
  • Plan.Net (148)
  • Facit (4)
  • Twelve (53)

Recent Posts

  • CES 2023 Recap: A Timid Return to Las Vegas 24. January 2023
  • Generative AI: What Marketers Should Know 24. January 2023
  • DLD MUNICH 2023 20. January 2023
  • Gaming as a communication channel 7. December 2022
  • THE RISE OF THE INDEPENDENT MEDIA AGENCY 7. December 2022

Recent Comments

  • Tecnologia on Understanding target groups correctly: more psychography, less sociodemography
  • Lisa Angela on The most relevant SEO News for October 2018
  • Akash Chauhan on The most relevant SEO News for November 2018
  • Lauren Willams on The most relevant SEO News for October 2018
  • Ileana on The most relevant SEO News for December 2017

Archives

NEW CONTENT

  • CES-2023CES 2023 Recap: A Timid Return to Las Vegas24. January 2023 - 21:44
  • generative-aiGenerative AI: What Marketers Should Know24. January 2023 - 16:39
  • DLD MUNICH 202320. January 2023 - 12:05

TOP AUTHORS

  • Twelve (38)
  • Serviceplan Group (37)
  • Florian Haller (37)
  • Stephan Kopp (32)
  • Alexander Turtschan (11)

AGENCIES

  • Group (152)
  • Serviceplan (111)
  • Mediaplus (53)
  • Plan.Net (148)
  • Facit (4)
  • Twelve (53)

Subscribe to our newsletter.

For registration

  • Contact
  • Press
  • News
  • Alumni
© 2023 Serviceplan Group /
  • Imprint
  • Privacy
  • Integrity Line
  • Billing addresses
  • Change cookie settings
© 2021 Serviceplan Group
  • Twitter
  • Instagram
  • Facebook
  • Linkedin
  • Youtube
All rights reserved. Usage of contributions only after written approval.
  • Twitter
  • Instagram
  • Facebook
  • Linkedin
  • Youtube
The new shining beacon for retail E-Commerce in the Middle East
Scroll to top