Competition in the publishing industry has intensified over the last few years, particularly in the field of educational and instructional media. The Stuttgart-based Klett Verlag – a leading textbook publisher for decades –was able to strengthen its market position by integrating new publishing brands, yet its success brought problems: it became increasingly difficult to see the connection between Klett and these variegated publishing and product brands. The traditional brand featuring the hallmark Klett lily grew less and less distinct.

In a strategic realignment process, MetaDesign created a distinct image for the company. The new corporate design system visually expresses the publisher’s philosophy in a powerful umbrella brand. A variable design principle provides stronger support for the visual design of the various book series. An additional goal was to preserve the appeal and specific character of these individual series. The positive image of Klett Verlag now carries over to the individual product brands, and vice versa.

Awards: ReBrand Notable