Beck-transforming identity through effective rebranding strategies

Published on : Monday, September 23, 2019

Beck revamps appearance and strengthens identity with innovative branding strategies. Beck has changed completely with a new logo and a modern brand appearance. From the first collated staple, to the invention of SCRAIL, the nail and screw combination fastener, or Lignoloc, the first collated nail made of wood – the company from Austria is now more courageous, forward-thinking, visionary, technological and innovative than ever. “Our business has undergone a significant transformation in the past few years. Against the backdrop of digitization and the dynamics of continuously changing markets and customer expectations, we recognized that our company needed to modernize its brand strategy in order to remain up to date”, announces Christian Beck, General Manager and CEO of Beck, the launch of the new Corporate Brand Identity on September 16th, 2019.


From now on, this will also be visible to the public through a new umbrella brand and brand design. The most visible change is the new logo and visual design system that reflects a modern look and offers a visually consistent and integrative umbrella for all product brands. The logo displays a bold B that stands for Beck and Beyond. The B arises out of a staple, pointing out to the heritage of the brand as well as to their broad offering way beyond staples.


“Beyond Fastening” is the new brand claim, highlighting the company‘s capability to always create solutions beyond the usual. To strengthen and reinforce the company’s messaging, Beck added the claim as a tagline to its logo.


Streamlined brand architecture


As part of the new brand identity, Beck also decided to streamline the brand architecture. They reduced the number of brands and established a consistent brand family with a clear new brand structure (as seen in the graphic). In this context, FASCO America was renamed Beck America. Beck America now clearly appears as a Beck company that not only sells FASCO tools but also the whole Beck product brand range.


Through an exhaustive 20-month effort the new Beck brand was born. During this process, the company was encouraged to represent its competencies clearly, to simplify communication and to improve the customer experience. “The main idea behind all these steps: to pool all our strengths and to appeal to the customer by simplifying the way we approach the market. We’re proud of the work that we do here at Beck and we are looking forward to further strengthening and expanding the cooperation with our business partners through our brand”, Christian Beck gives an exciting outlook on the upcoming months for the company.



The task in the upcoming months will be to migrate everything according to the new brand. Changing a brand identity is a process that can involve many steps and take some time, so the transition will take place gradually over a period of one year.



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