With a refreshed logo, colors rich in contrast, fresh icons, and a new typography, GEA is giving its global brand identity a distinctive, contemporary edge. This brand refresh gives the machinery and plant manufacturer the chance to set itself apart from the competition even more decisively while creating a global brand experience that is both sustainable and digital.

“Already well positioned as a premium brand in many markets, GEA is renowned for its outstanding technical expertise. Now it is time to raise awareness of the company and the brand also among end consumers,” explains chief executive officer Stefan Klebert. “Our corporate purpose, ‘engineering for a better world,’ remains at the heart of our brand. With that in mind, we have made our brand identity even more eye-catching with a focus on sustainability and the digital world.”

It is against this backdrop that GEA releases its new corporate image video, which tells the GEA brand story. The brand refresh was already introduced in early March as part of the annual earnings press conference. This coincided with the external and internal digital touchpoints such as the GEA website, social media channels and GEA intranet going live. In addition, the annual and sustainability reports featured the new-look branding.

A corporate image video that tells a story

GEA constantly strives to enhance its technical solutions to better serve its customers and society. The corporate image video being launched on GEA’s digital channels brings this corporate purpose to life in visual form. Just under 120 seconds in length, the video gives viewers a sense of what GEA stands for and what motivates its people to go the extra mile each and every day.

Strong brand appearance

In essence, the logo represents the GEA brand’s premium quality. Prompted primarily by the need to improve how the logo displays in digital contexts as well as to add dynamism, the refreshed design features a horizontal platform that binds the logo together. With its sharp, precise lines, it embodies technical excellence in engineering. In terms of new color palette, strong contrasts make a bold statement evoking the break of dawn and the opportunity for improvement each new day brings.

Since icons are integral to modern-day communications, they also play a key role at GEA, especially in digital applications. Here, too, the company has chosen a simple, minimalistic design idiom. An open contour lends the GEA icons a uniquely distinctive look.

The brand refresh is rounded out with a new typography. GEA Sans features a bold, technical appeal that takes its cue from the logo’s latest iteration and is strongly associated with engineering.

“The new GEA brand experience conveys our sustainability DNA and technology leadership in an emotional way,” says Jill Meiburg, SVP Group Communications and Brand. “We want to be seen as approachable and trustworthy, while staying true to our purpose – engineering for a better world – and thereby creating a strong identification with GEA.”

GEA with new trade fair concept

Due to the pandemic, many trade shows did not go ahead over the past two years. In 2022, GEA will once again be participating in industry events. By leveraging the colors, materials, lighting, and furnishings of the new look, GEA will ensure its booth stands out from that of other exhibitors. The company will debut its new trade fair concept at ANUGA Foodtech in Cologne, Germany, at the end of April.

Hamburg-based design and brand consultancy MUTABOR acted as a strategic partner for the GEA brand refresh.