mtu sports new corporate identity
Posted on August 04, 2001
As of today, mtu will be presenting itself with a new corporate identity. On July 12, the company's management introduced the new mtu logo, which is an essential part of the new corporate look.
Two stylized flames - a blue one bearing the "mtu" name and a red one - signal the combination of modern technology with emotions. The blue flame stands for technological leadership and innovation. The red flame symbolizes the values and qualities of mtu: passion, energy, and creativity.
The new logo can be underscored with a claim in the line below the logo: "fascination of power". It was worded in English as a tribute to mtu's high 80 percent export rate and addresses clients and company employees alike. The claim addresses the popular fascination with the power and energy of mtu engines while also underlining the passion and motivation driving the company's employees in their work.
mtu is already a well-known technological leader in the field of diesel engines and propulsion systems. Now, the company wants to increase the emotional content of its presentation. The first steps were taken as part of mtu's presentations of new engines during the past few months: mtu has been appearing with a much younger and more dynamic image at trade fairs such as SMM marine technology show in Hamburg and at the Boot yacht show in Düsseldorf.
"We want to be the recognized worldwide leader in the most dynamic market segments for off-highway propulsion systems", is how Dr. Rolf A. Hanssen, Chairman of mtu, describes his company's vision. The new corporate identity will play an important role in achieving this goal: "In contrast to our position ten years ago, we are now predominantly active on commercial markets. And these have their own rules. With our new corporate identity, we have perceptibly changed our company's presentation to better meet the demands of the commercial market."