Liebherr is a German group of companies that belongs to the Liebherr-International AG holding from Switzerland. It is a family business focused on the production of a variety of equipment. The range includes a huge range of equipment – from hydraulic excavators, mining trucks, and aircraft components to professional freezers and premium household refrigerators.
Meaning and History
The logo of a manufacturer of equipment from Germany did not immediately gain wide recognition. The company first had to work hard, increasing the quality of products because it is with it that this heavy, heavy, and bulky sign is associated. Since 1949, the German brand only had one emblem in two versions. They appeared sequentially, one after another, as a result of the redesign. This symbol, like the cars it decorates, is known to consumers in many countries of the world.
The Liebherr Group entered the market in 1949. In the same year, it introduced its debut logo: the simple, democratic Liebherr lettering. The word is made in a strict font, vaguely reminiscent of Bottle Kaps (by Alex Kaczun) or similar Koloss SB (developed by Jakob Erbar).
Sans serif letters, bold and wide. Because of this, it seems as if the name of the manufacturer is “heavy.” The designers tried to create an impression to focus on the company’s products, their durability, and reliability.
The debut emblem was monochrome: the black lettering was on a completely white background. Later, the developers corrected this omission by offering many versions with new palettes. For example, they repainted the word blue using several shades at once. The smooth gradient allowed for three-dimensional perception. There were also variants with a black “Liebherr” inside a bright yellow rectangle.
As for the evolution of the typeface, it went unnoticed. Initially, letter-spacing was of medium width. Then the typographers shifted the letters, and the inscription became quite compact. But the experimenters did not stop there and reduced the gaps between the signs so much that they complicated the logo’s visual perception.
Nevertheless, this can be called a distinctive feature of the Liebherr Group. Thanks to this effect, the emblem is very recognizable. Someone thinks that it even symbolizes the high quality of branded technology.
Font and Colors of the Emblem
Reliability, stability, massiveness, and practicality are fundamental principles that the Liebherr management reflected in their logo. The company chose a wordmark to express the concept. Although there are no graphics in it, its role is played by text, so each letter is perceived as a separate drawn element, most reminiscent of a geometric figure.
The symbols are so wide that their sides look like vertical rectangles, not the legs of letters. Despite the massiveness, the internal gaps are visible because the designers chose a contrasting background. This can be seen especially well in the current version, where the signs are rounded and streamlined.
A unique typeface is used in the emblem, which has no analogs, although outwardly it has something in common with two types of fonts. It resembles Bottle Kaps in size of sides and Koloss SB in style. From the first option, it has width and massiveness, and from the second – rigor and evenness. Both concepts are reflected in the logo.
The palette of letters is consistently dark. Mostly black is used on a white background. Blue with a gradient transition is rare and depends mainly on the shade of neighboring elements.