CERTATIZIT is a high-tech engineering group specializing in machining and hard material technologies. At home in Luxembourg, at home worldwide, CERATITZIT is one of the Top 5 international suppliers of cutting tools for the manufacturing industry.
When the four experts for Cutting Solutions by CERATIZIT, KOMET, WNT and KLENK merged to form “Team Cutting Tools,” the development of a fully comprehensive brand design was required.
At the center of the new design is the element that unites all four former brands: the chip. Chips are removed from the workpiece in every machining process, and these acted as connecting and stylized elements at the core of the new corporate design. The three primary design colors of red (for Cutting Solutions by CERATIZIT), blue (for WNT), and gray (for KOMET and KLENK) represent the members of the newly formed “Team Cutting Tools.”
The new design made its debut as the cover motif of what is probably Team Cutting Tools’ most important publication, the nearly 2,000-page general catalog for 2019/2020. After the successful launch, the new look was rolled out across various touchpoints.
For the presentation of Team Cutting Tools to the trade press, we derived an interior design concept from the corporate design and developed both mobile and structural branding elements, including visual guidance systems and wall design elements: The foyers and lounges designed in this style, as well as the Technical and Innovation Centers, then celebrated their premiere before a group of 70 international experts and journalists.
Another appearance was held in September, in front of the audience at EMO, the world’s leading trade fair in the metalworking sector. The highlight and focus: The more than 12-meter-wide and 5-meter-tall “Innovation Chip.”
Creating a roof without forgetting the pillars. Figuratively speaking, this was our communicative support task for the launch of the new Team Cutting Tool.
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