The thomas gruppe has consistently grown over recent decades both organically as well as through acquisitions. This continued development has naturally also created a heterogeneous mix of brands and forms of representation in individual companies, which could not be assigned to a clear brand structure. To refine the profile of the thomas brand and ensure that it is clearly recognisable on the market, the thomas brand and the associated divisions have been strategically restructured.
Brand relaunch for the thomas gruppe
A strong strategy for the thomas brand
A new strategy was developed that clearly reflects the group’s success, size and divisions. The thomas gruppe as the umbrella brand bears the green th mark and transfers this to the sub-brands as a recognisable feature that creates a sense of identity. Every main division—Concrete Components, Concrete, Cement, Asphalt/Stone and Construction—has received a division logo that uses the th brand label as a reference to the umbrella brand. In addition, a system was introduced for product brands, to clarify their affiliation to the umbrella brand with the distinctive green “th”. The new, consistent brand hierarchy and look ensure a uniform appearance across all media—in both word and image.
Step-by-step towards the new brand
As the medium-sized group is extremely diversified and has numerous sites, the brand relaunch and all the associated changeovers were planned and implemented step-by-step. That’s because the new brand was closely looked at, from the smallest to the largest medium: from the office equipment through to the site branding, from printed materials through to the website.
Consistent brand management—across all media
The new-look thomas brand is now live on the web where it provides a digital picture of the comprehensive portfolio. The website also presents the impressive history, the thomas philosophy and job opportunities. This gives customers as well as potential applicants quick and convenient access to the relevant information. The corporate brochure has also been revised and adapted to the new, modern look to make sure that the group is optimally presented in print as well. Further print products, such as brochures, will be created in future to give all our customers an even better overview of the products and services provided by the thomas gruppe.
