Dominique:
Historically, the German Centre network grew one by one, starting with German Centres Singapore and Shanghai in 1995. And so grew the visual appearance one by one. For the logo, this meant: Although we have a connecting element, the G, we use the location identifier to signal that each German Centre stands for itself. Since the world is constantly growing together and we as the German Centres Worldwide team are growing together with the same passion, we recognized that this should be reflected in one common logo.

Ute:
A main target was to give it significantly more power while retaining its recognition value. And to relate to what makes us special. Firstly, we bring together the best from German companies under one roof. Therefore, we emphasized the colours of the German flag and have included red and gold much more clearly in the circle. Secondly, we have upgraded the circle itself. Because the circle embraces the place where companies succeed in the international arena: Right here at the German Centres. And last, but not least, we deleted the location identifier and now have one joint logo which reflects that every German Centre is the pace to be to start and grow in foreign markets.

Dominique:
What I like about the logo is that it looks much more modern and dynamic. It really conveys our enthusiasm and passion in supporting our customers when starting and growing abroad. And that’s a great result!

Ute:
Our new logo is the result of a common development process which included our customers, our employees and also our stakeholders. Our guiding question was: What do these parties valuate at the German Centres? It is the reliability and the dedication of all teams in Beijing, Mexico, Shanghai, Taicang, and Singapore to act as business facilitator for our customers. And it is the matchmaking and networking opportunities which provide a real added value compared to being a tenant in any office building. Together with the marketing managers in all German Centre locations, we put this self-concept into the briefing for the marketing agency. This concept-development process takes place permanently and over months. The actual design process then we finalized in a month. That was quite fast as we knew what we want and a highly professional approach by our marketing agency.

Dominique:
The owner of the logo is German Centre GmbH, a subsidiary of LBBW that operates the German Centres in Beijing, Mexico and Singapore. So, LBBW was included in the development process as well and the German Centres in Beijing, Mexico and Singapore add „Part of LBBW“ into their logo. This emphasizes that LBBW Group accompanies international customers with financial solutions and supports their strategic outreach to markets abroad. I think: a “perfect match”!