thyssenkrupp AG launched its new corporate design in late 2015. It is more modern than the previous version and merges the historical symbols of the company, the Krupp rings and the Krupp arc. It is a sign of unity and innovative spirit. The new design represents thyssenkrupp’s new structure of an umbrella brand. Its new claim, “engineering.tomorrow.together”, consolidates the brand promise and summarises the thyssenkrupp corporation in three concise words.
In 2016, the annual general meeting focused on design aspects in addition to topics of corporate law. The event marked two new beginnings, being the first thyssenkrupp general meeting with the new brand promise and with CB.e as the executing agency.
CB.e transposed the new brand image to the stage, giving it a brand-new look: minimalistic, yet open and approachable to its shareholders. The bevelled stage background spanned 37 metres: an impressive projection canvas. This allowed us to project the new thyssenkrupp company film in its entirety, using a soft-edge method. It was a successful introduction to the upcoming meeting. An exhibition in the foyer reinforced the new messages and new brand promise further.
Shareholders, guests and media representatives were impressed with the stage and the overall design.
In 2017 and 2018, thyssenkrupp AG renewed its partnership with CB.e. As before, we were responsible for the construction and technological implementation in consideration of corporation law. In addition, we also worked on the media displays on stage and the temporary exhibitions which the company put on for its shareholders. Co-engineering in action!