Metabo Rebranding

Stuttgart, April 02, 2025 (Press release)

The design and branding agency Strichpunkt has repositioned the traditional Metabo brand with a clear focus on design and brand communication. Metabo is a manufacturer of power tools such as drills, angle grinders and saws and is aimed at the core target group of professional craftspeople. The aim of the rebranding was to develop a profile that is approachable, bold and clear in tone and thus contributes to a stronger differentiation in the market. The visual, emotional enhancement of the brand was also intended to sharpen the strategic focus on a younger target group.

For the rebranding, Strichpunkt revised the design principle, the color scheme and the typography, based on Metabo's striking logo with its slab serifs. The characteristic green plays a central role in the new brand identity: with the help of three different shades of green, it is now also possible to work with the color in the division of space. The font in the logo was translated into the new Metabo Slab and Metabo Sans font family, so that the unmistakable character of the Metabo logo can be consistently felt across all touchpoints. Strichpunkt worked with renowned designer Ralph du Carrois from bBox Type to develop the typography. The new world of icons and illustrations underlines the modern brand image and enables targeted communication for social media.

With the help of the modular design developed by Strichpunkt, Metabo retains maximum flexibility in the design of its brand communication - without losing any of its recognizability. “Thanks to the reduction and modern use of color and typography, the Metabo brand remains powerful and reliable, but at the same time appears more dynamic and contemporary,” says Nico Wüst, Head of Design Systems at Strichpunkt. “The change is big, but it shows that it is often enough to rethink proven elements instead of completely turning everything upside down.”

“Thanks to the close, trusting collaboration with Strichpunkt and the strong strategic understanding of our contacts, a brand identity has been created that gives Metabo a very authentic, clear brand identity and at the same time strengthens Metabo's DNA,” says Nadine Lillich, Vice President Global Brand & Product Marketing KOKI Group. And Jana-Lisa Becker, Global Brand Manager KOKI Group, adds: “The redesign enables us to place our messages in an even more targeted way and present the brand in a more striking way. The combination of new shades of green and modern typography conveys our values of craftsmanship and reliability in a visual language that also appeals to younger target groups.”