At today's Annual General Meeting SGL Carbon presented its new brand concept to the public for the first time. It combines the word mark "SGL Carbon" - formerly: "SGL Group - The Carbon Company" - with a newly developed company logo. With this, the company is visually putting an end to its strategic realignment.
"With the completion of the strategic realignment, a new era begins for us as a company," says Dr. Jürgen Köhler, CEO of SGL Carbon. "Now is the right time to rethink and sharpen our profile. With our revised brand, we clearly demonstrate what we demand from ourselves and our value proposition to the markets. As a technology-based company it is our aspiration to develop smart solutions that deliver a clear benefit for our customers”.
The return to "SGL Carbon" as its new company name expresses the company’s core expertise and origin. The brand core "smart solutions" describes the value proposition and the aspiration of the new SGL. The company name together with the new logo bridges the company’s origin and future.
The newly developed logo is based on the hexagonal shape of the chemical graphite structure. The division and opening of the hexagon creates a stylized "C", representing the chemical symbol for carbon. The arrow-like element symbolizes the company's focus on the key topics of the future. The new color Petrol combines the aspects of reliability, modernity and sustainability. The new corporate design was deleveloped by KMS TEAM in Munich.
The new brand identity will be presented to customers for the first time in June at the leading international trade fair for the process industries ACHEMA in Frankfurt am Main, Germany.
As of today, a new interim website will be launched at www.sglcarbon.com. The complete conversion into the new brand design is expected to be completed by the end of 2019.