A new brand for new markets.

A new brand for new markets.

Since 1917, DIN, the German national standardisation organisation, has stood for trustworthiness, security and precision. DIN is a strong, well-known brand and has become a differentiated service provider with high market relevance. With increasingly global customers, the demands on DIN’s performance have also changed. In a comprehensive strategy process we analysed the brand’s status, developed a brand positioning, revised the corporate design, developed a digital strategy and launched a new web portal.

DIN is a project of our partners kleiner und bold.


For convergent topics, e.g. industry 4.0, electro-mobility and services, new standardisation is required from DIN. The organisation met this need with a new product: DIN SPEC – a specification that can be developed much faster because not all interested parties would need to be consulted. In the brand strategy process it was necessary to examine whether the market participants would accept the new product under the DIN brand, and how it would interact with the traditional standard.


In qualitative focus groups and in quantitative telephone interviews, we analysed the requirements for standards in comparison to specifications, for both established and new markets. Result: DIN SPEC can be run under the brand DIN and does not damage the image of DIN - on the contrary: DIN SPEC provides potential for a higher relevance of DIN.

Building on these insights, we developed the new brand architecture and sharpened the profile of DIN as the umbrella brand. We then transfered this knowledge and strategy into a new visual identity for DIN.

Visual Language

Criteria for the relaunch emerged from the brand strategy: the relevance and wide range of topics as well as the interlocking nature of DIN regulations should be expressed. The logo itself has been optimised typographically with regard to printability and legibility in small sizes. The focus was on the key visual: the DIN paper formats are the best known standard.

This recognisable principle is the new basic CD element. With this system, the full range of multi-part media usage was consolidated, while at the same time the colour spectrum allows for a high degree of flexibility.


The image composition is based on the Fibonacci sequence, which is also the basis of DIN formats. The result is a differentiated, modern CD, which was awarded the German Design Award in 2014.

Digital Strategy

DIN used to host 72 web domains for the respective standards committees and 20 other websites on different topics for various topics. Industry-specific and job-specific pages were maintained as well as functional pages on consumer protection and standards, or portals on trend themes such as electro-mobility, energy transition and biotechnology. It took users far too long to navigate the content. The domain structure, which had grown over many years, had to be checked with regard to content relevance, usability, up-to-date online features and visual expression.

UX Design

The new concept unites 69 domains in one common DIN portal. Our UX design included content strategy, information architecture, wireframes in Axure, usability tests as well as the web design. Finally, we developed an editorial guide and the image concept by which the 48 responsible editors develop and adjust the content.