GABC Selected Projects
Kion Group
Global Brand Refresh
Challenge
Reimagining the KION Group Brand
GABC is developing the new global brand identity for KION GROUP AG. The MDAX-listed group, with more than 42,000 employees, approximately 11.3 billion euros in revenue, and strong brands such as Linde Material Handling, STILL, and Dematic, is a leading global provider of supply chain solutions and warehouse automation.
GABC developed the new global brand identity for KION GROUP AG. Going forward, KION will present itself with a cohesive and distinctive brand identity worldwide—based on a refined brand strategy: From the logo and the distinctive corporate color to all design elements and extensive media applications, the brand identity has been comprehensively modernized. Alongside the rebranding and brand change, GABC conceived and designed the new corporate website.
Kion Group
KION shapes global trade – globally, regionally and locally – by helping its customers unlock the full potential of their supply chains: efficiently, intelligently, sustainably and reliably, with real-time visibility and high delivery speed. Their portfolio includes industrial trucks, integrated automation technologies, AI-based solutions and software, as well as all related services. Across more than 100 countries worldwide, KION’s supply chain solutions enable seamless flows of materials and information in customers’ production facilities, warehouses and distribution centres.
The MDAX-listed group is the largest manufacturer of industrial trucks in the EMEA region, based on units sold in 2024. In terms of revenue in 2024, the KION Group is the leading foreign manufacturer in China and, when including domestic manufacturers, the third-largest provider. Furthermore, measured by revenue in 2024, the KION Group is one of the world’s leading providers of warehouse automation.
At the end of 2025, more than 2.0 million KION industrial trucks were in operation worldwide at customers of various sizes across numerous industries on six continents. The Group currently employs more than 42,000 people and generated revenues of approximately 11.3 billion euros in fiscal year 2025.
LEISTUNGEN
Brand Strategy
Brand Positioning & Brand Architecture
Naming & Claiming
Brand Design
Logo Evolution
Corporate Design System
Icon Development
Guidelines & Templates
Brand Activation & Experience
Interface Design
Motion Design
Brand Change Strategy
Brand Implementation & Rollout
“The new positioning of KION as the ‘Supply Chain Solutions Company’ and the new, significantly modernised brand identity reflect our new self-image: KION shapes international trade – globally, regionally and locally.”
“We are delighted to continue our long-standing and trusted partnership with KION and to take on this ambitious challenge of shaping the Brand Shift together.”
Result
The design reflects the new self-image
Today, the KION brand serves as an attractive umbrella for its well-known, strong subsidiaries and their products and solutions. With its new, confident image, KION, the supply chain solutions company, underscores its commitment to further expanding its leadership position.
The visible strengthening of the brand's profile also sends a clear signal to the capital markets and to competitors in the race for top talents.
DZ HYP
Developing a shared identity for the leading real estate bank.