GERMAN BRAND AWARD 2026: „AND THE WINNER IS SIEMPELKAMP!"
With the German Brand Award, the German Design Council, Germany’s leading authority on design, honors individuals and companies that set new standards in the world of branding. “Rethinking brand management” was the brief – with conviction, creativity and a clear strategic vision.
The Siempelkamp Group, headquartered in Krefeld, Germany, received the award for its rebranding concept, which it first presented in May 2025 at ‘LIGNA’, the leading international trade fair for the wood-based panel industry, in Hanover. From a total of 1,676 entries, the jury – comprising marketing experts and industry leaders – presented Siempelkamp with the Winner Award in the category ‘Excellent Brands – Industry, Machines & Engineering’.
Under the slogan #WeAreOneSiempelkamp, the company is transforming its brand from a single brand to an umbrella brand concept. This transformation is grounded in 143 years of company tradition and the evolution from a small business to a diversified group of companies and a world market leader in wood-based panel plant engineering.
Growth, internationalization and the complexity of the Siempelkamp Group have prompted the company to make its brand identity clearer, more consistent and thus more distinctive. In fast-paced and challenging times, the consistent Siempelkamp umbrella brand reduces complexity. This enables customers and other partners to enjoy a consistent brand experience across all touchpoints. As such, hte new brand architecture is also a key component of the Group’s digital transformation. It makes a significant contribution to the harmonzsation of its systems, data and digital platforms.
“With our new brand structure, we are carrying our past into the future. It represents a new beginning, an evolution through which we are shaping our strong traditions for the future. It stands for our shared commitment to excellence and innovation. At the same time, the new brand increases our visibility and brand recognition,” said Jan Bender, Head of Marketing & Communications at Siempelkamp. “The response from our employees, customers and partners has been extremely positive, particularly as #WeAreOneSiempelkamp encompasses far more than just a new logo and redesign.”
The jury of the German Brand Awards also recognized the holistic rebranding approach in their appraisal: “Where engineering groups have been operating for years with established structures and numerous brand voices, clear brand leadership becomes a management priority. Siempelkamp brings order to this complexity with a consistent umbrella brand that translates heritage and further development into a shared identity. The new logo and the precise design system lend the international brand presence technical clarity and visual continuity.”
The Düsseldorf-based brand culture agency FREUNDE VON UNS GmbH & Co. KG was responsible for the creative development and implementation of the brand communication.
