Siemens

Distinctive, premium and dynamic – Siemens is known for transforming the everyday, for innovation and for its vision of a better tomorrow. MetaDesign's new brand design evolution celebrates this and brings it all together in a unique, simple and modular system. This is the evolved Siemens brand expression – a showcase for the companies’ journey from a diversified conglomerate to a leading technology company with a coherent look that allows for creativity while ensuring brand recognition.

The guiding principles

Clarity, purpose and impact are our guiding principles for telling the Siemens story effectively and creating a consistent brand experience across all different touchpoints. From a mobile-first approach to worldwide out of home-campaigns, the brand has become more human and is able to speak to an audience on an emotional level as well as an intellectual one while being clear what Siemens is all about.

Enable change with clarity

We have changed the way we work with key visuals and graphics, adding simple yet versatile shapes in bold colours. These distinctive, easy-to-understand elements will allow us to promote the company's key solutions and issues in a flexible, targeted way, working on large and small scales.

Drive change with purpose

With a focus on iconic colours, clear yet emotive imagery, and clean, bold text, Siemens now has even better ways to bring the real and digital worlds together. Meaningful content and compositions serve to create visionary, yet empathetic storytelling.

Embrace change with impact

Siemens can now express its technology leadership with one voice across all businesses and regions, letting the world know that it is united in creating a greener and fairer future for all.

Iconic flexibility for global governance

Managing and administrating a global brand design requires clear, distinctive, and comprehensible guidelines. After decades of iterations, we simplified the Siemens design even further and developed logical rules that apply across media and formats to enhance accessibility, usability, and enjoyment - from static to moving assets, from small screens to giant billboards that will make the brand and its new design visible and tangible around the globe.