MR Lu00fcftungsreinigung is a specialized company for the cleaning and maintenance of ventilation systems as well as fire dampers according to GSB Firesafe R90 and K90. The company supports operators of commercial kitchens, facility managers, and technical managers in complying with legal regulations, minimizing fire risks, and ensuring long-term operational safety. In the course of a generational change in management and a comprehensive realignment, the need for a completely new brand identity arose.

Requirement

The company operated in the market under its previous name, MR Brandschutztechnik. As part of the realignment, the goal was not only to make the name more precise, but also to fundamentally renew the entire public image. The objective was the development of a modern, timeless corporate design including a logo, typography, and color scheme, as well as the concept and implementation of a new website as the company's digital business card.

The new brand had to appeal to three target groups simultaneously: existing business customers, potential new clients, and qualified professionals. In addition to the visual appearance, the briefing also encompassed the communicative realignment, including tone of voice, brand values, and imagery. Additionally, materials for customer communication regarding the renaming were developed.

Procedure

The project started with an analysis of the initial situation and a market review of the competitive environment. On this basis, a strategic concept was first created with a goal definition, target group analysis, tonality, and visual direction — captured in a comprehensive conceptual document.

In parallel, the new logo was developed: a concise fan icon that visually pinpoints the company's core service, complemented by a clear wordmark. The complete CI board documents the logo, safety zones, typography, color palette, graphic elements, imagery, as well as applications on social media, business cards, vehicles, and workwear.

Based on the coordinated corporate design, the website was then conceptualized and implemented in Framer. The collaboration took place in close coordination with the client, including several feedback and alignment rounds.

result

The result is a complete brand identity for MR Lüftungsreinigung: a logo in various color schemes, a comprehensive CI board, a new website with eight sections, and all the necessary communication materials for the business renaming. The brand now presents itself consistently, professionally, and recognizably — both digitally and physically.

The new positioning under the name MR Lüftungsreinigung makes the core business immediately understandable and strengthens its perception as a reliable, certified specialist company. The website serves as the central digital hub for customers, partners, and future employees.