Bechtle AG, the German IT service provider founded in 1983 and headquartered in Neckarsulm, introduced a fundamentally new logo and corporate design on 2 September 2024, marking the first radical visual overhaul in its more than 40-year history [1]. The redesign was developed in collaboration with the brand and design agency Peter Schmidt Group [2].
Design and History
Before the 2024 redesign, Bechtle’s logo was a parallelogram tilted at a 19-degree angle [3]. The new mark reimagines that form: a circle composed of two sections now serves as the logo, with a rhombus at its centre that echoes the original parallelogram [1]. The company name was separated from the symbol and now appears alongside it in a new lowercase wordmark, giving the wordmark greater impact [1].
The 19-degree incline from the previous logo carries through the entire corporate design, appearing in the wordmark, colour gradients, icons and the new proprietary typeface [1]. The redesign was developed with a systematic digital-first approach, and the new design was first introduced across Bechtle’s digital channels before rolling out to the group’s more than 100 European sites beginning in 2025 [1].
In May 2025, the Art Directors Club (ADC) awarded Bechtle a Bronze Nail for the reimagined corporate design [4].
Meaning and Symbolism
The new visual identity was developed from Bechtle’s brand identity, with “zukunftsstark” (roughly “future-first”) at its core, supported by the attributes connected, entrepreneurial and experienced [1]. The circular logo composed of two symmetrical elements symbolises strong connections that channel facets such as experience and future, people and technology, and empathy and expertise [4]. The rhombus at the centre is a nod to Bechtle’s origins and history, while also standing for openness to the future [4].
Green is the defining colour of the new identity, a rare choice in the IT industry’s corporate designs [1]. The palette draws on the company’s history dating back to its founding in 1983, with the familiar Experience Green continuing in a leading role, complemented by two new shades: Progressive Green and Future Green [2]. Accent colours including Straight Blue, Energizing Lime and Light Orange add contrast [4]. The palette was also selected to comply with accessibility requirements for corporate websites that came into effect in 2025, making digital content easier for visually impaired users to consume [1].
Typography and Design
As part of the redesign, Peter Schmidt Group developed a proprietary corporate typeface called Bechtle Pro [2]. The 19-degree tilt characteristic of the identity is reflected in the new lowercase wordmark and the typeface itself [1]. The company name now appears in lowercase alongside the symbol rather than within it, giving the wordmark a more memorable appeal [2].
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