Geberit

Geberit is a global, stock-listed company that produces sanitaryware, and was originally founded in 1874 by Caspar Melchior Albert Gebert in Rapperswil-Jona, Switzerland. For a long time the company focused on the B2B market and targeted wholesalers, installers and planners with the claim “Know-How Installed”. In 2015, however, Geberit acquired the Finnish Sanitec Group with its many different ceramic brands that were all primarily focused on B2C. This made it necessary to reposition Geberit as a B2B2C brand, as end consumers were also to be reached directly in the future. The old brand claim “Know-How Installed” clearly referred to Geberit’s competencies behind the wall, a B2B positioning that has remained unchanged in the newly developed brand identity. For the B2C area, however, the focus was placed on the combination of design and functionality in order to differentiate Geberit from the competition that primarily focuses on the connection between bathroom and wellness. The new claim for the target group of interior architects and end consumer reads “Design Meets Function”. In 2019 and 2020, some local ceramic brands were integrated into the Geberit brand with a uniform new design defined by a new, consolidated visual corporate identity. Apart from the well-established square of the Geberit brand, the letter “G” serves as a key visual element. The new corporate design uses the same fonts and grids in both the B2B and the B2C communications. Differences are allowed, however, in the picture styles and the colour spectrum, which provides warm natural tones for the B2C area. The brand concepts and their attributes were also translated into a sound DNA, on the basis of which the new Geberit brand sound identity was developed. The new B2B2C brand identity is to be further developed in 2020 and 2021 and to be implemented in marketing campaigns, showrooms, POS concepts, as well as events and trade fairs, which will ensure a consistent and strong identity across all elements.