Siemens

Transformation at the center – the new Siemens brand expression

07/2020—06/2022

Together w/

Christine Altmann, Milena Ambrasas, Nils Arndt, Jana Gelsdorf, Vanina Goldhofer, Tom Green, Robert Grund, Nicole Heidbrink, Melanie Käske, Markus Kirsch, Lisa Kornemann, Robert Lumer, Jack Mitchell, Denny Welle, Hannes Wiest, Youngran Park, Dominic Raths, Susanne Schuchardt

Client

Siemens

From strategy to implementation, we shaped the brand, digital presence, and industrial apps of the global market leader in industrial AI, automation, and industrial software.

After Siemens spun off its healthcare and energy divisions, the company repositioned itself as a software firm. Building on the legacy of Siemens’ inventions, the brand’s central visual concept is based on connecting and evolving elements that reflect the brand’s core: the convergence of the digital and physical worlds, the drive for change, and the vision of a better future.

A lanyard with a credit card sized event ticket hanging from it. The ticket shows the name

A hand holding a smartphone. The screen shows the interface of a podcast app, at the center a cover of the current Siemens podcast playing, with the title

Large dark event stage featuring a big background screen and one small screen on each side of the stage. The screen show the title

We built a design system that supports both marketing and industrial touchpoints, with the goal of achieving coherent experiences in the long term. To help govern the brand globally, we created a lean set of rules and best practices, aiming to support those working with brand assets hands-on.

Three tiles containing minimilast infographics on throughput increase, improvement of punctuality and energy savings. Each tile shows a percentage number accompanied by an arrow in a disctint rounded rectangular shape.

An illustration of a women with long hair, waving behind her. The hair waving behind her hear serves as a mask for another illustration depicting a nigh sky and large moon over a futuristic oriental city.

Illustration showing a vietnamese country side with fields, palm trees and mountains, in the background, a train on a bridge enters the picture from the left.

A picture of an illuminated out of home advertising, in the front a man who seemed to just have gotten up from a wooden bank at the right end of the image. The advertising aks

Particularly in the software sector, we worked with the branding team to gradually involve stakeholders from various software platforms in a process where we updated exemplary interfaces, thereby facilitating buy-in and providing the respective teams with a working foundation for a redesign.

Arrangement of two chart components from the Siemens Design System. The card on the top show a line chart, the bottom card shows a bar chart in different colors.

Over the shoulder view of a person holding a tablet with the Siemens website on it. The page shows details about the Siemens Mireo train platform for mass transit.

The new visual language has helped Siemens showcase a wide range of virtual themes and convey a new identity as a software-focused company. Today, the design system serves as the foundation for the vast majority of Siemens interfaces, enabling a single source of truth for high CX consistency.