Grundig is a German consumer electronics and home appliance brand founded in 1945 by Max Grundig, initially known for its radios and later for televisions and household appliances. The brand is part of the Arçelik Group and is present in more than 140 countries worldwide. [1]
Design and History
Grundig’s visual identity has undergone notable changes over its history. In its early years, the company incorporated the Fürth cloverleaf (Kleeblatt) into its corporate logo as a visible sign of its connection to the city of Fürth, where the company was based. [2] An early trademark registration described a mark comprising a trefoil within a shield, surmounted by the word GRUNDIG and a crown. [3]
In 2020, to mark its 75th anniversary, Grundig launched a rebranding operation at both the philosophical and image level. The company introduced a new brand positioning with the claim “It starts at home,” designed to express Grundig’s focus on sustainability. [4] As part of this renewal, the brand logo and the background color scheme on all visual materials were changed to terracotta. [1]
Meaning and Symbolism
The terracotta color introduced in the 2020 rebrand was chosen deliberately. According to brand representatives, terracotta is a color inspired by the earth, selected for both ethical and aesthetic reasons, to express Grundig’s close connection with the environment and respect for it. The color is described as conveying warmth and humanity, elements specific to the intimacy of one’s own home. The new color scheme was also described as timeless, part of human history since the era of pottery. [1]
The rebranding also introduced a new visual trait in communication materials that recalls the outline and shape of a “house,” reflecting the brand’s mission that safeguarding resources starts at home. [4]
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