In the ever-shifting telecom industry, a strong brand is something that people can hold on to. So when new CEO, Timotheus Höttges, announced his vision for Deutsche Telekom, we designed something beautiful and tangible to bring that vision, literally, into people’s lives.
We know that a strong brand story starts from within—it becomes part of the company’s culture, it’s written into its DNA. Deutsche Telekom had a vision to share amongst a vast network of employees, allowing them to experience the brand in real-time. That’s why this well-designed, coffee table quality book was perfect: it communicates the spirit of innovation and expertise inherent to Deutsche Telekom and reflects the brand’s significance in the larger context of modern society. Sixty percent is owned content, including cases, testimonials, and statistics that reflect the strength of the company’s shared culture. The other 40 percent is external content, covering societal, technological, and political developments that impact both the industry and individuals.
More than a brand book, this beautifully printed tome is something that people are proud to display in their homes. It reinforces the meaning and authenticity of the Deutsche Telekom brand, and its relevance in the real world. It also drives home the brand slogan, “Life is for sharing”: Since its publication, a total of 15,000 copies have been distributed across three editions.
Interbrand Cologne also earned a 2015 German Designers Club Award (DDC) and a 2016 German Design Award (GDA) for their work on the Deutsch Telekom brand book.