Köln/Berlin, June 7, 2019 – The winners of the German Brand Awards were honored for the fourth time last night at a festive gala in the Telekom capital’s representative office in Berlin. Interbrand was honored six times, making it one of the big winners of the evening.
“We are pleased that our strategic and creative achievements are being honored more and more, and that this year we were able to significantly exceed the success of previous years. In particular, the “Best of Best” award encourages us to continue to live up to this claim,” said Simon Thun, CEO of Interbrand Central and Eastern Europe.
For the brand relaunch of Carglass®, Interbrand received in the competition class “Excellence in Brand Strategy and Creation” as “Agency of the Year 2019” the highest award “Best of Best” and the “Winner” label of the German Brand Award in the “Brand Design” category.
“Interbrand has revived the appearance of one of Germany’s best-known brands, sharpened its positioning without sacrificing any of the recognition it has already earned from its customers. The result is an all-round successful refresh that gives the Carglass® brand a consistently service-oriented, friendly, bright and modern appearance across all touchpoints, with less need to shout than it was previously the case,“ said Andrej Kupetz, Managing Director of the German Design Council and Chairman of the German Brand Award Jury.
Interbrand’s redesigned brand identity for FC Bayern Munich also convinced the jury, winning the “Best of Best” award in the “Brand Effect of the Year” category and the “Winner” label of the German Brand Award in the “Brand Design” category. The Brand Refresh included logo optimization, font development and the redesign of the players’ tunnel.
“FC Bayern now presents itself as refreshingly new and modern, without having lost any of its recognizability. Instead, it has succeeded in creating a distinctive identity that neatly conveys the lived tradition, emotionality and passion of the club and its fans across all touchpoints. An incredibly strong refresh that is worthy of one of the world’s most famous and successful football clubs down to the last detail”, said the jury in its reasoning.
Interbrand won a further two awards for the development of the brand design for Borealis’ communication platform “EverMinds”, which was awarded the “Winner” label of the German Brand Award in the categories “Brand Communication – Business Model & Product Innovation” and “Brand Effect of the Year”.
The recently launched “EverMinds” program of the Austrian polymer manufacturer Borealis, which establishes a holistic circular economy system, is just one of the many steps that Borealis is taking to bring about lasting change in industry and society. Borealisʼ mission is to become the leading supplier of innovative polymers, chemical products and fertilizers that add value to society.
“We are very happy with these awards”, said Jens Grefen, Executive Director Creation of Interbrand Central and Eastern Europe. “We are proud to be partners with these strong brands and create brand experiences with them that are key to attracting and growing customers.”
German Brand Award
The German Brand Award is presented by the German Design Council and honors successful brands, consistent brand management and sustainable brand communication. The award is divided into the competition classes of “Excellent Brands” and “Excellence in Brand Strategy and Creation” and honors the best product and corporate brands in an industry as well as the strongest campaigns, concepts and strategies in individual disciplines. An independent panel of experts from the brand industry and brand science invites brands to participate that have attracted the attention of the German Design Council due to their brand management and demonstrably stand out from the competition due to their quality.
With more than 1,250 entries from 19 countries, the 2019 German Brand Award was met with a great international response. A total of 60 projects and brands were awarded “Gold”: 24 in the competition class “Excellent Brands”, 36 in “Excellence in Brand Strategy and Creation”. The highest “Best of Best” award was presented a total of twelve times and Interbrand received two of them.
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