Brand Evolution

Transforming Transportation Together. With its strong product brands, TRATON wants to become a global champion in the realm of sustainable transportation of the future. For this, a clear, powerful brand and a consistent presence across all touchpoints is of vital importance. After our rebranding, the brand is ready for all future challenges.

The brand movie allows the viewer to experience the transformation of the brand. The striking TRATON logo and the brand lineup of the product brands have been subtly revised and optimized for digital use. The brand-new super symbol, developed from the catchy TRATON-A, provides a strong and distinctive recognition value.

The visual appearance of TRATON is shaped by the company colors. The color range is light, friendly, and rich in contrast, the colors are used full-surface or as dynamic flows.

The TRATON Type is a font that is highly readable, without serifs, and has a high recognition value. The font designers have exclusively adapted it to the character of the brand. An additional font family for reading has been specially created for TRATON, as well. By means of its low character width, it is space-saving and hence reduces the use of materials and resources.

The imagery brings the TRATON brand to life. In a lively, authentic, and powerful way it conveys emotions and reflects the passion, the expertise, and the brand values of the company.

For TRATON, we developed an appearance that was created with a “digital first” approach in mind. The corporate design is flexible as well as modular. Dynamic design principles replace strict rules.