And the winner is .... The casual lifestyle brand Marc O'Polo receives the German Brand Award 2022 for its new Brand & Corporate Design as well as for Product Branding in the category "Excellence in Brand Strategy and Creation". The concept was developed and implemented with the design agency Wiegand von Hartmann.
"The award is a great recognition of our work and confirms that we have captured the spirit of the times with our new brand identity. This is a central element of our strategy to make the Marc O'Polo brand younger, more modern and more international," says Sandro Schramm, Director Marketing, Licensing & Growth at Marc O'Polo. "The award goes to the more than 250 Marc O'Polo colleagues and to the Wiegand von Hartmann agency, who worked together with us on this major project for over a year and a half."
From Heritage to Future. The launch and start of the roll-out of the new holistic brand identity was in the winter of 2021. The foundation of the new corporate design and product branding are the brand values, Scandinavian roots and sustainability claim of Marc O'Polo. In addition to the visual and conceptual development, the focus is on the design and structure. This offers maximum consistency across all brands, with sufficient differentiation via colours, visual language and monograms. The appearance is clear, uniform and reduced and can be found at all touchpoints. From communication to store design, members programme, online shop and product branding.
For many years, the German Brand Award has been one of the most prestigious awards for brands and their creatives. It is awarded annually by the German Design Council Foundation. A jury consisting of independent, interdisciplinary experts from companies, science, consulting, services and agencies decides on the winners. The evaluation of the submissions is based on the criteria of independence and brand character, brand distinctiveness, differentiation from the competition and target-group relevance. Brand management should take into account aspects such as sustainability, degree of innovation, continuity and future viability.