Transforming an industry leader into one global brand
HeidelbergCement becomes Heidelberg Materials. MetaDesign accompanies this major step with strategic planning, naming and design of a new global umbrella brand and takes a leading role in its worldwide implementation.
With more than 51,000 employees in over 50 countries, HeidelbergCement is one of the world’s largest integrated manufacturers of building materials and solutions.
The company is currently undergoing a transformation process to become the first carbonneutral cement manufacturer and is expanding its product range to include digital solutions.
The HeidelbergCement Group incorporates well over 100 brands worldwide, the vast majority of them local and with individual visual identities. In order to align all brands with group-wide goals in the fields of sustainability and digital transformation, all local brands will be merged under one global umbrella brand in the future.
As the name “HeidelbergCement” no longer fully represented the existing product portfolio, a new name was developed in line with the global umbrella brand strategy.
“Heidelberg Materials” ties in with the group’s 150-year-long success story, yet at the same time communicates an openness to new technologies and solutions, thus paving the way to the future.
The design offers a high degree of flexibility to enable relevant communication for different global target groups. Authentic photography with real employees makes the brand approachable and human, while bold colours and a customised font ensure originality and set the brand apart from competition.
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