(Est. 1973) “The RATIONAL Group is the global market and technology leader for the thermal food preparation in professional applications. Founded in 1973, the company employs more than 1,800 people, including around 900 in Germany. Since the IPO in 2000, RATIONAL has been listed in the Prime Standard of Deutsche Börse and is now represented in the MDAX. The company’s primary goal is to always provide its customers with the best possible benefit.”
Neue Formation (Munich, Germany)
The core element of the new design principle is a basic grid based on the logo. This takes up the company's tradition, transforms it into the future and at the same time provides an identity-creating element for employees and customers.
As part of the new brand launch, Rational Sans has also exclusively developed its own company slogan for the company. As in the design raster, this follows in its characteristics the Rational rotor depicted within the logo.
Images (opinion after)
Not to state the obvious but both old and new logos are the same thing and it's clear the brief was to update the old one, so with that in mind, the evolution is really good. It takes the one design gesture from the old logo — the white stroke from overlap of the arrows over the letters — and creates a new, recurring visual trait for the wordmark. The thickness of the white stroke around the arrows now matches the notches in the "R" and "A"s. It's not groundbreaking but it makes a huge difference. The old "O"-arrow device was much bolder and now it matches the weight of the other characters, which makes for a more pleasing unit. The holding shape has also been improved with less rounded corners and more space for the wordmark to sit in. The custom font is fine and I like how they have included the notches from the logo into it. The website looks pretty nice and crisp thanks to the custom font too. Some of the applications repeat the angle of the arrow graphic in the logo with a hard angle on the corner of the layouts that helps isolate the logo; it's a nice touch. The products themselves, though, and I'm guessing this was not part of the task of Neue Formation, feel cheap with that heavy-handed blue panel. It's obviously appropriate in that it picks up the color from the logo but there is something off-putting about it. Nonetheless, as an exercise in better form and function, this is a solid success.