Through a clear and memorable appearance, brand values have been skilfully transferred optically
Auerbach, 16. March 2012 – At this year's CeBIT, the keyboard expert CHERRY caused astonishment not only in respect of its exciting new products.
The brand presented its new appearance, the central aspect of which is its revised logo. The new CHERRY CD thereby conveys the brand values of sophisticated quality and up-to-date technical standards, packaged in a simple but timelessly elegant design. The CHERRY logo, which has now been kept completely in red, is the perfect business card for the sophisticated and finely designed computer input devices.
“Simply beautiful – beautifully simple.”
Manfred Schöttner, Head of the CHERRY Computer Input Devices (CID) product range defines the future orientation with this maxim. “Our aim was the precise visualization of the basic philosophy of the CHERRY brand. Our claim ‘simply beautiful – beautifully simple’ specifies the target for product developers and designers. It represents intuitive functionality and the simple, timeless elegance of our products. We convey this combination optically in the new appearance of our brand and above all through the clear logo.”
Simple, timeless elegance that focuses on the essence
The main changes to the logo were in respect of the font and colour. The lettering is clear and without frills. The stylised cherry has been minimized further. Both elements harmonise optically in a uniform red. In the new logo, the company has met its customer’s demands in respect of the appearance of CHERRY products, namely: sophisticated quality, simplicity of installation and operation, as well as a simple, timeless design.
CHERRY is a registered brand of ZF Friedrichshafen AG. Under the CHERRY product brand, the Electronic Systems business unit develops and produces computer input devices, as well as components for industrial and household applications.
ZF is a worldwide leading automobile supplier for drive line and chassis technology with 121 production sites in 27 countries. With roughly 72,100 employees, the group achieved sales of approximately €15.5 billion in 2011. ZF is among the 10 largest automobile suppliers worldwide.