Busch-Jaeger

Founded in 1879, Busch-Jaeger is one of the leading manufacturers of electrical installation technology today. The company belongs to the ABB Group and employs around 1,000 people in the German cities of Lüdenscheid and Aue and exports its products to more than 60 countries. The product portfolio ranges from complete electrical installation range switches, sockets, modular devices and motion detectors, to door communication systems and electronic high-end products for building automation in smart homes and smart buildings. In order to differentiate itself from the competition, especially in the area of smart building technology, Busch-Jaeger repositioned itself by turning “Smart Home” into “Smarter Home” and combining this with a corresponding overhaul of its brand identity. The aim of the rebranding was to sharpen the appearance of Busch-Jaeger and to adapt the corporate design to digital media requirements. The new brand identity is marked by clarity, flexibility and a high level of visual impact working in both the analogue and the digital realm. Conceived for great optical flexibility, the design principle grants the freedom to use all individual elements as needed, whereby the corporate design allows catering for a high variety of different content. Averta, which is a contemporary, geometric, sans-serif font that can be used across all media, was selected as the corporate typography. The new imagery puts young protagonists at the centre of photos and videos, showing them in living spaces that are reduced, yet elegant in appearance and cleverly complemented by smart home solutions. This strategic sharpening of the profile is intended to help the brand reach a younger, lifestyle-oriented target group. The company’s website has also been redesigned in order to make it appeal not only to installers and architects, but to end customers as well. The subject area of “Smarter Home” provides answers to all questions around smart home solutions and, supplemented by application videos highlighting the specific functions, explains the various systems for all target groups.