Tke tower

TK Elevator


  • Industrial


  • Brand strategy
  • Positioning
  • Purpose, mission, vision
  • Brand identity systems (CI/VI)
  • Interaction and experience design (UI/UX)
  • Spatial design (retail, trade, signage)
  • Dynamic design guidelines
  • Brand implementation
  • Leadership and employee engagement

thyssenkrupp Elevator is now TK Elevator. Set to be a landmark moment in the company's history, a new brand inaugurates a new era.

This huge undertaking, from brand strategy to every last pixel and centimeter of design transformed the TK Elevator company. The former division of ThyssenKrupp Group, now independent, has over 50,000 employees worldwide, 8 billion in sales, and customers in over 100 countries.

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In an incredibly short time frame only made possible in close, productive collaboration with the client, we laid the strategic foundations for the newly independent company. The new strategy accentuates TK Elevator's strong heritage and sets a clear vision for a sustainable future: to be the people-centric brand leading the elevator industry.

Moving forward, we iteratively evolved the brand design across all imaginable touchpoints in weekly intervals, reviewing and developing all aspects of the design in exchange with the international core team.

Notable aspects of the design challenge were not only size and scope, but also meeting the needs of the international, decentralised teams and customer base, taking the implications of visual cues, form and colour across various cultures into consideration. In addition, it was critical to develop a sustainable design system that supported and enabled the company's growing digital service offerings which will only expand in the future, ensuring a scalability and granularity for diverse applications.

TKE Service
Tke caddy
Image steel

The result: the birth of a new, independent global brand: TKE.

Particularly striking in a traditionally conservative industry, the new corporate design is daring, energetic and meaningful. The strategic focus and design direction are united in a holistic branding that embodies movement and dialogue. A modular design system that intuitively guides the viewer through the brand experience.

This new TKE brand brings to life the company's purpose as a technology leader, transforming people’s lives through pioneering mobility solutions.

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Print image tke
Poster image TKE
Mobile Application TKE

"These principles come together in branding that embodies a sense of movement and dialogue. A sustainable and modular design system that intuitively guides the viewer through the experience with TKE."

Steven Cook, Head of Experience, MetaDesign

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02 Icons signage wegweiser
Ooo image TKE
Laptop anwendung tke
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Web 1920 1 Kopie
Tablet image TKE
Ooo poster image TKE
TKE Vehicles
Carved out logo TKE black

Need more details?

Contact MetaDesign Berlin +49 30 59 00 54 0