ThyssenKrupp brand
The ThyssenKrupp brand is a symbol of our roots and our route.
In designing the logo we were guided by a number of ideas: As well as symbolizing the international significance and globality of the Group, the logo should project a dynamic, forward-looking, innovative image which is instantly recognizable and distinguishes us from our competitors. It was also important for the logo to integrate the identities of the former Thyssen and Krupp groups and reflect our roots and traditions.
The ThyssenKrupp logotype retains both the names and the logos - the Thyssen arch and the three-ring emblem - of the former companies.
For these reasons, unlike examples from other mergers, we decided against a completely new look. Everyone involved agreed at a very early stage that the traditions of the two companies should be used as a basis to create something new for the future.
Another important logo design criterion was to enable employees to identify quickly with the newly created company. It was therefore only logical to involve them in the decision-making process from the start.
Employees of the Thyssen group and Krupp group throughout the world were invited to develop ideas for the new logo. Their response exceeded all expectations. Around 5,000 suggestions submitted by over 1,100 employees - a third of them based outside Germany - were clear evidence of the enthusiasm with which this step towards a new, common identity was greeted. Entries were pooled and the final logo developed by communications experts.
The two former identity elements - the Thyssen arch and the Krupp three-ring emblem - remain recognizable in the ThyssenKrupp Group logo. They have been placed in a forward-looking, dynamic context to create a new, cohesive identity. The three-dimensional appearance emphasizes the competence and performance capabilities of the Group and its products which will continue to hold a strong competitive position in the market in future. The spelling of ThyssenKrupp as a single word also symbolizes the growing together of two equal partners who have joined forces and at the same time creates a powerful and distinctive logotype.
The appearance of the logo on letterheads, brochures, outdoor signs and advertisements, vehicles and trade show booths throughout the world is the best proof of the logo's international impact.