Piecing together
the right name

Brand name development, legal trademark audit and linguistic-cultural review for Körber Supply Chain

Services:

  • Name development and creation
  • Legal and trademark audit, consultation with patent attorneys
  • Coordinated a linguistic and cultural review on an international scale

Körber Supply Chain (formerly Körber Logistics Systems), a Business Area of Körber Group, is one of the leading providers of fully integrated solutions for optimizing complex internal and external logistics processes. Comprised of various companies, it offers management and control systems for the entire supply chain.

 

In 2017, the rapidly growing Business Area was faced with the task of integrating two business acquisitions into the Group – including a name change for the additions to the corporate portfolio. The challenge lay in developing unique designations for both companies that fit in smoothly with the established corporate identity of Körber Supply Chain.

 

New names needed to convey a certain image and fit in with the service portfolio as well as corporate culture. They also had to be easy to pronounce and rooted in the regions in which the companies operate. Finally, of course, they had to be original – so original, in fact, that they had not yet been trademarked by anyone else.

The Project

Facts and Figures about Körber Supply Chain

200

name suggestions

17

languages reviewed

57

countries trademark researched

Brainstorming a holistic brand of words and images

This turned out to be a perfect task for DIE WORTWERKSTATT. We put together a team of specialists who approached this task from different angles: In intensive phases of brainstorming, we developed various naming conventions and creations that connected to the products, the field of business activity and the market regions of the new companies. We came of up with a large number of alternatives, the best of which we compiled into a shortlist for selection by our client.

 

Apart from the creative effort, we also organized the review phase that followed: Have these names already been taken? Has another company already staked a claim? In addition to online research, we supervised a multi-stage trademark audit, carried out on an international scale. At the same time, native speakers subjected the selected terms to a linguistic and cultural background check for defined target regions.

 

Having laid a solid base for an ultimate decision, we also created logos for the finalists in Körber’s corporate design.  Afterwards, nothing stood in the way of registering the trademarks for word and images – which is how the companies Consoveyo and Riantics got their new names.

 

Further References

Wortwerkstatt-Koerber-Showroom-01

Staged (and stacked) most effectively

Concept and design of the showroom for Riantics in Denmark

Read more
Wortwerkstatt_Koerber Logimat_01

Multi-media eye-catcher

Concept, design, and on-site support of the Körber Supply Chain booth at the LogiMAT trade fair

Read more
Wortwerkstatt-RECARO Gaming (1)

Let the Games Begin!

Event management, website concept, social media, content, public relations for Recaro Gaming GmbH & Co. KG

Read more
Wortwerkstatt_ZF Corporate Publishing_01

Corporate Publishing for internal and external channels

Editorial support for the ZF Friedrichshafen AG corporate magazine “vision” and employee newspaper “we>move”

Read more
180003_COVESTRO_Automotive_Day

Smart materials for future mobility

Conceptual and editorial work, event management for a press workshop of Covestro AG

Read more
Wortwerkstatt_Recaro IAA 2017_01

XXL seat content

Public relations, social media, content, and event support at the IAA 2017 trade show appearance of Recaro Automotive

Read more
Händler-Newsletter Pirelli auf Tablet

Round rubber – performance made

Public relations and newsletter editing for motorcycle tire brands Pirelli and Metzeler

Read more
24-Stunden-Rennen auf dem Nürburgring

24 hours of excitement

Public relations management, event organization and on-site support for Recaro Automotive at the 24 Hours Nürburgring race

Read more
Wortwerkstatt-ZF-MobilityLifeBalance-01_2-1

Promoting #MobilityLifeBalance

Research, editorial content, social media, public relations, event management for ZF Friedrichshafen AG’s #MobilityLifeBalance campaign.

Read more
Wortwerktstatt_IMOT_Referenz (1)

Going full throttle for a Motorcycle Trade Show

Event management, social media and content for Germany’s international motorcycle trade show IMOT

Read more