Even Germany’s largest & market-leading vehicle market needs an upgrade after 29 years. After all, the mobility market is changing: new ownership models, the EV transition, more than just cars. mobile.de wants to position itself for the future, become more modern, remain relevant  a balancing act between consistency and further development without jeopardizing the valuable and long-established brand strength.

A brand process based on evidence, strategic foresight and the courage to make clear decisions.

Together with mobile.de, Mutabor worked on the new brand identity for over 2 years – an extensive brand process that covered market research & analysis, strategy, design and implementation. A comprehensive qualitative and quantitative data collection by Mutabor, DECODE Marketing and diffferent validated the strategic direction and provided the necessary insights for a meaningful brand identity towards the customer and differentiating positioning towards the competition. Not only were explicit methods used, but both category drivers and unfulfilled needs were also implicitly analyzed. mobile.de addresses the changing mobility culture without losing touch with its own product portfolio and business model, and consistently looks to the future.

Next Level strategy

Based on comprehensive data collected by Mutabor and partners and strategic foresight, the decisions for the future of mobile.de were made – not only the brand identity, but also the digital product and future business developments around the portfolio were discussed collaboratively. mobile.de will become the “most trusted platform for personal mobility”, empowering people and guiding them through the transformation of the mobility market with confidents.

Outcome

mobile.de has a new evidence-based and forward-looking strategy that brings the brand’s strengths into the modern age, giving it meaning and differentiation. The flexible design system translates trust, with power from decades of branding and new, modern elements for the future. The entire workforce was part of the transformation process and carries the momentum of their brand into the future. mobile.de is ideally equipped to continue to fulfill its purpose: Moving mobility together.

Established elements, reinterpreted: The logo.

The data provided a clear picture: the brand is activated in the logo primarily by the lettering including the dot, the orange color on the left side and the claim below it contrary to all expectations, the license plate as a whole has not been able to develop a distinctive or significant signaling effect over the years. This is now set to change: The logo will remain true to mobile.de, but will be given a modern makeover. The claim “Germany’s largest vehicle market” makes the position visible, while familiar design elements such as the orange in the style of the old license plate and a modernized lettering continue to ensure recognition. The new m-sign gives the logo additional meaning, dynamism and progressiveness.The new corporate typeface is dynamic, striking and characterizes the visual appearance. It stands out thanks to its large, rounded proportions.