The design journal on the new KUKA positioning

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Achim Schaffrinna is full of praise for Martin et Karczinski: »I absolutely love (...) the ›Orange Intelligence‹, meta value defined in the brand identity, which unlike clichés such as innovative, diverse, human, etc. really does represent a unique selling point. ›Orange Intelligence‹ also radiates the core values defined for the KUKA brand: ›integrative‹, ›forming‹ and ›effective‹, both in the strategy and the design.«

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