Bechtle announced the first radical corporate redesign in its over 40-year history, now presenting itself with a new logo. The step aims to bolster the company’s brand, increase brand awareness, and ensure a memorable, accessible and consistent presence in the digital space. A collaboration with the renowned brand and design agency, Peter Schmidt Group, delivered a corporate design that puts the core of the Bechtle brand front and centre and fully aligns with the requirements associated with modern, digital communication. The Bechtle name has been peeled off the logo to set the two side by side and lend greater impact to the wordmark. The new CD will first be introduced across Bechtle’s digital channels before gradually being rolled out to the Bechtle Group’s more than 100 sites in Europe beginning in 2025.
Bechtle’s new visual appearance has been moulded to the company’s brand identity, with zukunftsstark (roughly “future-first”) at its core, encompassed by the attributes connected, entrepreneurial, and experienced. A circle composed of two sections forms the new logo, symbolising strong connections fusing into a single entity that channels a world of facets such as experience and future, people and technology, or empathy and competence. The rhombus in the centre echoes the original logo, adding a sense of openness to the future. Its 19-degree incline is reflected across the entire corporate design, making appearances in the new, lower-case wordmark, colour gradients and icons, as well as a new proprietary font, Bechtle Pro. This gives the brand a memorable and unique appeal, leaving an impression that blends past and future, experience and progress.
Green as a stand-out colour choice
Bechtle’s remixed colour palette dips into the company’s historical paint pots dating back to its founding in 1983 and adds bold strokes that invoke the digital future. A rare choice in the IT industry’s corporate designs, green is the defining hue in Bechtle’s CD, lending the brand’s appearance a particularly distinct trait. The primary colours—Experience, Progressive and Future Green—combined with a splash of white, create a fresh look that is accentuated by bold colours such as Straight Blue, Energizing Lime and Light Orange. In addition, the new palette complies with accessibility requirements for corporate websites that will come into effect in 2025, making it easier for visually impaired users to consume digital content.
Fully aligned with digital media
In developing its new corporate design, Bechtle took a systematic digital-first approach, embracing modern design paradigms, focused illustrations and a range of possibilities for embedding animation, as well an accessible colour scheme. The result is an unmistakable digital impression and a visualisation of the very essence of Bechtle—a progressive, successful, digital enterprise with an aspiration to do nothing less than shape the future with IT.
“The new corporate design underpins our ambition of establishing Bechtle as a future-first IT partner in Europe, as well as a modern employer. We’re creating a very recognisable visual context that clearly distinguishes us from our competition. It’s the perfect canvas that allows us to heighten awareness of our brand and continue to bolster our positive image,” says Dr Thomas Olemotz, CEO, Bechtle AG.
Sabine Brand, Director Corporate Communications & Brand Management, Bechtle AG, adds: “In introducing our new corporate design, we’re translating the very identity of our brand into a holistic visual style that blends our core values and our strategic messaging into a vibrant, consistent and confident face to the market. It balances the way we position our brand and the way our brand is perceived, helping us establish Bechtle as a strong, trusted and prominent B2B brand and a future-first IT service provider across Europe.”
Alexander Tibelius, Head of Corporate Design, Bechtle AG: “Together with the Peter Schmidt Group, we’ve achieved a convincing, multi-faceted and bold, yet very approachable and fresh design that will fully unfold its impact in the digital space. Close relationships with our customers and partners, personal contact and our appetite to engage with people are all hallmarks of Bechtle—the new design fits all our touch points like a second skin.”
