Linde Material Handling

Brand identity –
for your performance

Linde Material Handling is a KION GROUP company and a world leading manufacturer of forklift trucks and warehouse equipment. It offers an extensive product and service portfolio that delivers efficient solutions throughout the chain of material management.

How can you bring an outdated visual identity back in line with a future-oriented positioning across all media and touch points?

Clarity of design and a reduction in handling complexity were our primary goals. Linde’s logo, colour and visual world, image and print communication, digital media, stationary, packaging, giveaways and signage had all been analysed, at both holding and dealership co-branding level, before brand strategies were developed and designs created, adjusted and then ultimately implemented.

The Logo

Reduced complexity delivers a logo with maximum clarity that retains a high degree of recognition.


The layout system

A combination of logo and passepartout forms the framework for both messages and realistic imagery.

The Colour System

The colour system is divided between the brand colour red and designated design and information colours.


LMH Pale Grey

LMH Light Grey

LMH Medium Grey

LMH Dark Grey

LMH Green

LMH Turquoise

LMH Blue

LMH Yellow

LMH Forklift Red

The Photographic Style

Authentic, documentary images create trust and make the Linde Material Handling brand highly distinctive.

The Pictograms

Characteristic elements of the Linde typeface have been modified to create both intuitive and informative pictograms.

Corporate design manual

At a glance

»We have been successfully supporting this strong brand over many years through both strategic development and visual implementation across the entire spectrum of corporate identity.«

Friederike Biegel, Managing Partner

»The implementation of the brand across all media has been a challenge. No matter whether at international corporate or national retailer level, or from issues of brand architecture to daily brand support, the tasks have been multiple and diverse, yet the experience has always been exciting.«

Jan Aulbach, Brand Director


+49 69 24 74 73 10

+49 30 23 25 61 60

+49 89 69 31 37 96 0