Repositioning the brand

With 12,500 employees, Linde Material Handling GmbH, Aschaffenburg, is currently one of the world’s leading manufacturers of forklifts and warehouse technology. The company is also one of the major producers of hydrostatic drives employed in construction, agriculture and forestry, as well as in Linde forklifts. In 2006 the Linde Material Handling division was divested from Linde AG and established as a legally independent entity.

As part of a repositioning of the Linde Material Handling brand, we were commissioned to globally communicate the newly developed Corporate Design and to assure a comprehensive rollout of the brand. The foundation for the world-wide branding activities was provided by a custom designed web-based brand portal. For all sectors of the brand communication we developed a wide range of communication instruments as Best Practice examples. We made these instruments available as templates for download via the central platform.

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