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Complex Brand Design – simply well thought out

VdS Schadenverhütung

Complex Brand Design – simply well thought out


From early 2018 through mid-2019, CRENEO developed and implemented a comprehensive new brand design for VdS Schadenverhütung GmbH. The analysis and improvement of the brand architecture served as the basis for all further measures in this complex brand redesign process. During this process, numerous sub-brands were developed and rules for their practical usage were established. An example of this is the newly endorsed brand, “PROVE”, for the Asian target market.


To strengthen the brand’s public image, CRENEO revised the use of two versions of the VdS logo. The range of the secondary colours was also reduced. In the future, the main brand colour, VdS blue, will instead be supplemented by other new shades of blue. This strict approach is also reflected in the brand’s newly defined visual identity, which further increases brand perception through its uniform colour theme.


Within the individual communication channels, the structure and arrangement of information includes the generous use of white space. The new information mediums can be variably used depending on the data type. Additionally, CRENO developed an extensive set of icons which supports the categorisation of the main business areas (Level 1) and the respective specific range of services (Level 2) across all communication channels. As a further new design instrument, illustration specifications were defined in flat and linear form, for the visualisation of complex topics. These will be used statically or in animations in future digital media.


Further project components included:
  • PPT master template
  • Design specifications for SAP controlled invoicing, offers, reminders, credit memos, etc.
  • Certificates with complex finish techniques and SAP/Microsoft Word-controlled print guidelines
  • Corporate fashion (for trade fair hostesses, for example)
  • Promotional branding guidelines
  • Development of multilingual test report templates
  • Development of Adobe InDesign templates for brochures, flyers, posters, etc.
  • Trade fair branding national/international

    The result is a highly flexible, easy-to-use brand design that is uniform across all communication channels while still being modern and fresh.



    VdS belongs to one of the world’s most renowned institutions for corporate security with a focus on fire protection, security, natural disaster prevention, and cyber security. Their range of services includes risk assessment, plant inspection, certification of products, companies, and personnel as well as a wide range of training opportunities. The VdS seal of approval has an outstanding reputation in professional circles and among decision makers.


    Customers include industrial and commercial enterprises from all sectors, world-leading manufacturers and systems vendors, competent specialist companies, and risk-aware banks and insurers. All 30 DAX® companies belong to the VdS customer portfolio. VdS Schadenverhütung GmbH is a wholly-owned subsidiary of the Association of the German Insurance Industry (GDV).



    Brand management
    Brand architecture
    Brand design
    Brand communication (digital/analogue)


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    T: + 49 211 5447 10 – 30