Rational refreshes brand imagery

German kitchen furniture manufacturer refreshes brand identity with the unveiling of digital corporate art

26 Sep, 18

Now it in its 55th year, German kitchen furniture manufacturer Rational has redesigned its image with the aid of digital artist Simon Huhn.

Based upon the message ‘Smart thinking, tasteful living’, the imagery has been created to reflect the company’s history and showcase its expectations and demands of cutting-edge design and performance.

Rational refreshes logo


Revealing the artwork, managing director of Rational Thomas Klee explained: “Art reinforces the identity and unique character of our brand while at the same time being a tool for shaping our corporate culture.”

The manufacturer’s website has been redesigned and features a redesigned logo, which was presented a German Brand Award earlier in the year.

Since its merger with the Snaidero Group, Rational now has product development, marketing and sales in Germany with manufacturing taking place in Majano, Italy.

Speaking about the structure, marketing manager Elke Pfeiffer said: “We see this split as a clear benefit for our customers.

“The creative interplay between two cultures, each with their unmistakable characteristics and strengths results in innovative and exceptional design.

“At Rational, this is the key to marrying stylish elegant design with perfect, innovative functions and quality; top proficiency combined with immense casual ease – Italian sensuality and German practicality.”

Read  about the trends driving UK kitchen furniture fashion, in particular small dwellings.