BECK: New brand design

09/16/2019

New umbrella brand logo

BECK has changed. From the first collated staple, to the invention of SCRAIL®, the nail and screw combination fastener, or LIGNOLOC®, the first collated nail made of wood – the company from Austria is now more courageous, forward-thinking, visionary, technological and innovative than ever. From now on, this will also be visible to the public through a new umbrella brand and brand design.

“Our business has undergone a significant transformation in the past few years. Against the backdrop of digitization and the dynamics of continuously changing markets and customer expectations, we recognized that our company needed to modernize its brand strategy in order to remain up to date”, announces Christian Beck, General Manager and CEO of BECK, the launch of the new Corporate Brand Identity on September 16th, 2019.

Umbrella brand name is changed

The umbrella brand name is changed from BECK Fastener Group to BECK.

Modern logo and visual design system

The most visible change is the new logo and visual design system that reflects a modern look and offers a visually consistent and integrative umbrella for all product brands. The logo displays a bold B that stands for BECK and BEYOND. The B arises out of a staple, pointing out to the heritage of the brand as well as to their broad offering way beyond staples.

Brand promise becomes new brand claim

“Beyond Fastening” is the new brand claim, highlighting the company‘s capability to always create solutions beyond the usual. To strengthen and reinforce the company’s messaging, BECK added the claim as a tagline to its logo.

Streamlined brand architecture

As part of the new brand identity, BECK also decided to streamline the brand architecture. They reduced the number of brands and established a consistent brand family with a clear new brand structure (as seen in the graphic). In this context, FASCO America was renamed BECK America. BECK America now clearly appears as a BECK company that not only sells FASCO tools but also the whole BECK product brand range.

If you want to learn more about the rebranding initiative of BECK, please visit the new Online-FAQ-section at rebranding.beck-fastening.com.