Building on the new global brand strategy and comprehensive redesign of the international Rexel Group, YDENTITY developed the content, communication, and visual foundations for Rexel Germany's brand presence – with the overarching theme of "Positive Energy" as its central thread. The result is a complete brand identity model, a Brand Voice definition, and an adapted design style guide based on the Group's new corporate design, giving the brand a significantly more modern and distinctive presence going forward.
The new identity model formally adopts key elements of the group-wide brand identity for Germany – including the purpose "Electrifying solutions that make a sustainable future possible." In addition, three specific brand values were formulated to shape Rexel Germany's self-understanding and brand presence going forward, while sharpening market perception.
A newly and clearly defined Brand Voice also contributes to this, translating the brand values into a characteristic communication style and tone. In addition, specific communication elements were clearly structured by context – covering external brand communication, internal communication, and the employer role.
"YDENTITY supported us in a very focused way in specifying and sharpening the framework of the international brand foundations for the German market: strategically, communicatively, and visually. The new brand identity gives us internal orientation and a strong external foundation to differentiate ourselves in the market with high recognition – with a great deal of positive energy as a tangible red thread running through our entire brand experience."
Dr. Oliver Vogler, Chief Purchasing and Marketing Officer, Rexel Germany
On the visual side, the Group's design guidelines were selectively refined to best convey the guiding principle of "Positive Energy." At the same time, clear rules and consistent application are designed to quickly establish strong recognition of the new corporate design in the market, despite the significant evolution it represents.
To enable an effective rollout of the defined brand foundations, a purpose-built Brand Playbook was developed to ensure seamless implementation across all channels and dimensions. Over the coming months, the entire brand experience will be transitioned step by step.
"The task for Rexel Germany was strategically compelling in that it was about developing an identity that both carries the international brand strategy without diluting it, and captures the specifics of the German organisation while making a distinctive impact in the German market."
Sebastian May, Owner, YDENTITY Brand Consulting
About YDENTITY YDENTITY Brand Consulting is an owner-managed strategic brand consultancy based in Munich, Germany. We help companies define their brand clearly and activate it effectively – internally and externally. ydentity.de
About Rexel Germany Rexel Germany is part of the internationally active Rexel Group and one of Germany's leading electrical wholesale companies. The company offers a wide range of products, solutions and services for industrial installations, infrastructure and buildings, driving electrification and the transition to clean energy. rexel.de