RATIONAL AG is a German manufacturer of professional cooking systems for commercial kitchens, headquartered in Landsberg am Lech. The company was founded in 1973 by Siegfried Meister and is best known for its combi ovens and multifunctional cooking equipment. [1] The RATIONAL logo is a blue and red mark featuring two curved arrows forming a circle, a symbol the company refers to as the “Rational-Rotor.” [2]
Design and History
RATIONAL completed a brand relaunch in 2017, appearing with a new logo and corporate identity. The repositioning was carried out by the Munich design office Neue Formation together with the brand consultancy Blackeight, working in collaboration with RATIONAL’s marketing department. [3] The goal was to reflect the company’s market and technology leadership in its visual presentation and to achieve clear differentiation from competitors. [4]
The central element of the new design system is a basic grid developed from the logo. This grid draws on the traditional core of the company and forms the basis for the visual realignment, while also serving as an identity-building element for employees and customers. [4] According to Michael Fink, then Executive Vice President Marketing at Rational, the grid picks up the company’s tradition, transforms it into the future, and keeps the brand young without discarding its origins. [3]
The blue and red colors have been a consistent part of the RATIONAL identity. A 2018 report on a new trade fair stand for the company noted that the “well-known corporate colors red and blue” shaped the visual framework of the presentation. [5] The red-blue logo has become so recognizable in the company’s home region that a local official described it in 2025 as “almost a landmark of Landsberg.” [6]
Meaning and Symbolism
The circular symbol within the RATIONAL logo, described in a trademark registration as “two curved arrows forming a circle,” is referred to by the company’s design partners as the “Rational-Rotor.” [2] The design agency Neue Formation states that both the custom typeface and the design grid follow in their character the Rational-Rotor depicted within the logo. [4] The exact intended meaning of the rotor symbol itself is not documented in the available sources.
Typography and Design
As part of the 2017 brand relaunch, a custom corporate typeface called “Rational Sans” was developed exclusively for the company. Like the design grid, the typeface follows in its characteristics the Rational-Rotor shown within the logo. [4] The scalable design system was developed to be applicable in both two-dimensional and three-dimensional contexts and adaptable internationally. [3]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
