Voith is a multinational technology company headquartered in Germany. Founded in 1867 as a small locksmith, Voith now has more than 19,000 employees, sales of €4.2 billion and locations in over 60 countries worldwide. It is one of the largest family-owned companies in Europe.

We collaborated with Voith to develop the corporate brand strategy in detail, delivering various articulations of the strategy: from a mission and manifesto to positioning and personality. By reconsidering and streamlining Voith’s values they could more effectively guide the organisation’s behaviour. These elements were accompanied by a compelling visual identity evolution.


  • Brand Strategy
  • Brand Architecture
  • Verbal Identity
  • Visual Identity
  • Internal Brand Engagement
  • External Brand Activation
  • Guardianship
  • Cultural Identity

An opportunity to take stock

In 2015, economic conditions and business performance indicators led Voith to undertake a restructuring process which included selling its Industrial Services division, making a big investment into robotics and many other business scale adjustments. During this period, management were concerned about the impact of the restructuring on employee morale. At the same time, a big company milestone was approaching in the form of the Voith Group’s 150th anniversary in 2017.

Both the internal restructuring and the company anniversary presented an opportunity to use Voith’s brand to both explain and galvanize change; getting ready for the next 150 years in the Voith Group story. It was a chance to highlight Voith’s legacy, reengage employees with what Voith stands for and encourage them to work together across corporate silos for the benefit of the entire organisation.

Retaining relevance

With its long-term experience of being at the cutting edge of technology, Voith understood the importance of staying relevant better than most. With this in mind, the organisation set about evolving its brand strategy. The goal was to reimagine the brand idea, brand values and strapline in a way that would be both authentic to Voith’s heritage and simultaneously renew the company’s positioning for growth.

Emotional connection

Starting from Voith’s existing positioning “Engineered Reliability”, we carried out a deep immersion process in order to find a brand core that was both more emotional and that connected Voith’s longstanding expertise with its future ambitions.

The immersion also served as an initial diagnosis, from which we developed the engagement program’s focus. It was clear we would face the task of raising visibility and understanding of the advantages a strong corporate brand can bring, as well as redefining the contents of the brand itself. To revamp Voith’s brand and embed it in the renewed brand strategy and at the core of the engagement program and bring it to life through the visual identity used during anniversary celebrations.

Inspiring technology for generations

The strategy was thoroughly analyzed resulting in an overhaul of Values, Mission and Vision statements. A new articulation of Voith’s brand was coined: Inspiring Technology For Generations. Staying true to the core of the former “Engineered Reliability”, the new claim sets a more emotional tone to focus on Voith’s future. From there, the engagement program was articulated around the concept of “Taking Ownership” to motivate all employees to truly feel empowered within their roles, embody the Voith brand and celebrate the 150 years of history with pride and a sense of belonging.


In addition to the visual and strategic elements, we were asked to create a detailed plan for an internal engagement program and implement its initial steps. This program would serve to communicate the new brand to everyone in the organization and also have the emotional benefit of ensuring employee enthusiasm post-restructuring. It was to be launched as part of the anniversary celebrations, accompanying the strategic concept.

The system is built around the use of a 50/50 structure, bringing simplicity and boldness to the identity. Enlivened with digitally native colours, the cleanliness speaks of Voith’s enduring focus on technology.

The impact

The renewed brand strategy was launched in front of hundreds of senior managers from Voith worldwide. Voith’s Group Conference periodically marks a milestone in shaping corporate strategy and aligning leadership globally. Voith’s results were announced, the Business Units’ successes and challenges shared and new goals adopted.

The Voith Brand was a major element of the conference’s agenda along with the announcement of the Brand Engagement Program. The new framework and the brand engagement program are now being planned out in detail on a global basis. Based on this anniversary expression a revision of Voith’s corporate identity was rolled out in 2018.

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