German Brand Award 2019 -
LTS Licht & Leuchten GmbH

We won the 2019 German Brand Award—in gold—for our client LTS Licht & Leuchten GmbH in southern Germany.

The brand relaunch was developed in just six months in collaboration with a local partner (Steigenberger Agency). The award-winning concept includes not only the logo and the entire visual identity but also the development of the new website and all print materials.

In the “Lighting” category, LTS was recognized as the best product and corporate brand in its industry. The Swabian company, based near Lake Constance and supplying lighting and fixtures to architectural projects around the world, prevailed over international competitors.

For Guido Beck, the managing director of our 24-person agency, this was a fantastic challenge: “The goal was to identify the values that define our identity and translate them into a new visual identity. The 30-year history of this medium-sized lighting manufacturer plays just as much of a role in this as our focus on a digital future.”

As part of a comprehensive development process, we decided to completely reposition the brand and infuse it with emotional appeal. “LOVE TO SHINE” became LTS’s new tagline, which not only breathes life into the company’s initials but is also part of a complete corporate design.

The logo symbolizes a chalice, a diamond, and a heart, as well as a light fixture and a reflector all at once. It combines the three letters L, T, and S. The new LTS colors are bold, vibrant, and energetic. Rich shades of purple, blue, green, yellow, orange, red, and pink radiate a new brilliance and dynamism. Key design elements also include the colored angled surfaces, which reference the beam pattern of the LTS luminaires.

“We are committed to consistently developing LTS into a strong, competitive brand with high name recognition. It’s important to focus on the brand’s core value of ‘dynamism.’ The new identity emotionally expresses our passion for light. We’re delighted to have received this recognition from the German Brand Awards expert panel, and it shows our team that we’re on the right track,” said Michael Cappello, CEO of LTS.

The German Brand Award evaluates and honors brands from a holistic perspective. Through its criteria and competition categories, it takes into account the many facets of professional brand management. It is presented annually by the German Design Council in Berlin.

Related Links:
www.lts-light.com/aktuelles/newsroom/lts-ist-strahlender-gold-gewinner/