Trotec’s communication channels, online presence, advertising materials and printed matter have been revamped with a new brand identity.
‘All our visual presentation supports the communication of our core values, of our identity. For Trotec, this means specifically that our logo highlights our activities as an innovation leader,’ explained Dr. Andreas Penz, Managing Director of Trotec Laser GmbH.
Penz developed and built the first-ever Trotec laser and has been involved in the branding process for almost 25 years. Trotec is in the midst of digital change and is actively driving this change within the company, so it was only logical to make these changes visible to the outside world.
‘Our products are becoming ‘all-digital’. The team is currently working intensively on a new generation of software for our laser machines. Our external communications now reflect a new corporate image as well,’ said Penz, who outlined the company’s strategy and the significance of digitisation as one of its three new core values.
‘Setting new Standards’ with some deliberate fine-tuning
The new identity, which can be likened to ‘background music’ accompanying a common way of thinking, applies some careful fine-tuning of the most important elements. ‘Setting New Standards’ – which has long been the claim of the Trotec brand – still defines its purpose and corporate identity, and it continues to be the international team’s top priority at the headquarters in Wels, Upper Austria. Across all channels, this claim also remains visible as a typographic feature. It is accompanied by a laser fragment, which lends structure.
The letter ‘E’ in the Trotec logo illustrates the precision and speed of a laser. At the same time, it ensures even better legibility. Trotec’s world of colours remains elegant. Using plenty of white, the targeted use of the red colour logo, enhanced by a blue tone, makes the palette clear and concise. Trotec’s red is used to differentiate, activate and emotionalise the brand. The red laser head stands for well-designed engineering performance and maximum customer benefit. The typography has also changed. The new Source Sans Pro Light font was chosen to achieve optimum readability and functionality across all media.
‘If I had to use one word to name the Trotec brand, it would be innovation. That’s what we’re working on every day’, said Penz. In the coming years, the company’s laser specialists will focus even more on three core values: innovation, digitisation and partnership with customers are the pillars of their strategy.
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