MorePossibilities
Layher Few people may be familiar with the company Layher, but everyone knows its products. Layher manufactures scaffolding systems for industry, professional trades, construction, and the events sector. With 2,700 employees, the company produces around 30 million meters of steel tubing per year and operates at 140 locations worldwide. As a global market leader, the family-owned company from Baden-Württemberg faces an increasingly competitive environment and must present itself in a more modern and distinctive way in the future.
Strengthening the Brand for the Future
The goal is to further develop the corporate design and unify it across all channels to ensure maximum recognition and ease of application. Layher has made a name for itself as a reliable partner, often accompanying its customers for years. Therefore, the evolution of the brand appearance is central, but it must be visible through significant changes that will make the brand future-proof.
Carolin Langer, Managing Partner of Layher, explains: »The competition is getting tougher, and we need to be louder. KMS TEAM understood the task 100%. The team succeeded in preserving the character of our brand while reinterpreting it, perfectly equipping us for the future«.
KMS TEAM succeeded in preserving the character of our brand while reinterpreting it, perfectly equipping us for the future.
Typography as the Central Element of the Brand Identity
We designed a new corporate typeface for Layher and made it the central design element. Like the scaffolding itself, the font is modular — its key shapes are derived from the logo, creating a harmonious overall visual identity. Thanks to variable axes, the typeface adapts to different formats and forms a flexible design grid for other elements such as the logo, colours, icons, and images. The distinctive display font is complemented by a body copy font.
We used the typeface as the central design element to position the brand in a future-oriented and confident way.
»The new brand appearance is a bold step for Layher. We used the typeface as the central design element to position the brand in a future-oriented and confident way. Layher is an excellent example of how a customized font with a clear idea can deliver a brand-defining and holistic result,« explains Alexander Geh, Design Director at KMS TEAM.
We modernized the logo with the human figure in the scaffolding, but its basic shape remains because at Layher, people are the focus. Thus, the brand promise »more possibilities« remains beneath the symbol.
The bright red, previously used mainly for product labeling, now plays a more prominent role in the new brand appearance. When combined with complementary cyan, it creates a powerful, dynamic, and unmistakable color code that clearly differentiates the brand from the competition.
The Digital Scaffolding System
The new font also plays a central role on the web: The headline typography defines the basic proportions. Based on this, the responsive grid and all web components are built. This results in a stable, robust design system that, with full flexibility and modularity, transforms the entire Layher website into its own »digital scaffolding system«.
Layher
For over 75 years, Layher has stood for safety, cost-effectiveness, and reliability. As the global market leader in scaffolding technology, the family-owned company develops, manufactures, and sells innovative scaffolding, safety, and event systems, as well as mobile scaffolds and ladders.
At its headquarters in Güglingen-Eibensbach, Layher combines development, production, and logistics. With over 140 locations worldwide, Layher is globally present. From the first wooden ladder scaffolds to modular system solutions like the »Speedy Scaf« and the »Allround Scaffolding«, Layher has revolutionized the industry.
