New Logo and Identity for thyssenkrupp by Loved

Established in 1999 after the merger of Thyssen AG and Krupp (but with roots as far back as the early 1800s), thyssenkrupp is a multinational, diversified industrial group that, in essence makes massive, complicated stuff with steel (including steel itself). With 155,000 employees working in 77 countries, ThyssenKrupp is organized in six business areas: Components Technology, Elevator Technology, Industrial Solutions, Materials Services, Steel Europe and Steel Americas. Late last year, the company introduced a new identity, most likely designed in-house designed by Hamburg, Germany-based Loved*, and insists on being referred to in all lowercase as thyssenkrupp. A very thorough microsite explains the rebranding. * Additional credits include: thjnk, McKinsey&Company, and thyssenkrupp in-