Rational AG is Germany's market leader in the field of cooking systems for the catering industry. The goal was to reflect the Landsberg-based company's technological and innovative leadership in its visual appearance and to achieve a clear differentiation from the competition. To achieve this, we developed a scalable design system that can be used in both two and three dimensions and is internationally adaptable.
The core element of the new design principle is a basic grid developed on the basis of the logo. This originates from the traditional core of the company and forms the basis for the visual reorientation. At the same time, it functions as an identity-forming element for employees and customers.
As part of the new brand identity, we also developed an exclusive house font for the company - Rational Sans. As with the design grid, this follows the characteristics of the Rational rotor depicted within the logo.