The Bertelsmann brand

RTL, M6 and Pop Idol, Random House, Knopf and Goldman, Stern, Focus Junior and GEO, Brockhaus, Mohn Media, Deutschland Card and Zeilenreich, BMG and many others - everyone knows the strong media and service brands that Bertelsmann companies have established in over 50 countries.

Their charisma is essential to the success of our business. By contrast, the Bertelsmann brand itself is not primarily aimed at retail customers. It is, however, no less important to our success as a leading international media and services company. As a corporate brand, Bertelsmann is directed internally at its staff and externally especially at the media, the labor market, opinion leaders in politics, business and society and the financial market. In all of these stakeholder groups, a strong and attractive brand helps to inspire them, build their loyalty to Bertelsmann, and boost the company's reputation.

Our new branding is strong, self-confident and focused on the core "Bertelsmann" brand. It reflects Bertelsmann’s identity as a leading international media and services company with effective operations, which shapes the future of media and services from leading market positions and with a lot of good ideas.

Logo

The logo is the central element of our branding.

The modern lettering is characterized by several features that make it unique. The font was specifically developed for Bertelsmann based on the previous logo. The slant between the "L" and the "S," which is picked up on in the distinctive "B," makes the logo unique. 

Slogan

Along with the logo, the slogan "creativity meets entrepreneurship" is an important element of Bertelsmann’s new branding.

Creativity and entrepreneurial spirit are qualities that Bertelsmann employees have in common across all divisions, and which are also among the basic values codified in the Bertelsmann Essentials. Its special combination of creativity and entrepreneurial spirit is what sets Bertelsmann apart from other companies and makes it successful in the marketplace. The slogan expresses this succinctly.

Design principle

The central design principle in Bertelsmann’s branding is the "space for communication.

"Its distinctive angle picks up on the slant in the "B" of the logo. It symbolizes the fact that, as an open, dialogue-oriented company, Bertelsmann makes communication possible to the in- and outside.

The space for communication is used as a framework for content - on ads and front pages, but also within publications. This results in a distinctive appearance that has a high recognition factor while also leaving plenty of space for creative design.

Colors

Bertelsmann’s modern color scheme revolves around the three main colors blue, red and sand.