25. April 2023Greif launches new brand identity
Fresh. New. Different.
New name, new logo, new website.
The family-owned company Greif is one of the leading providers of rental laundry in Germany and is now visually demonstrating this pioneering position with a new, future-oriented brand identity.
For over 100 years, the Greif family business has been one of Germany’s leading rental laundry providers. It works primarily with hotels and restaurants as well as industrial and commercial customers. Brothers Markus and Martin Greif now run the company and are the fourth generation of their family to do so. They are firmly supported by their sister, Andrea Greif, and, of course, by their parents, Walter and Angelika Greif.
After a very long time, the entrepreneurial family is now investing in a completely new brand identity. Greif Textile Mietsysteme becomes GREIF Mietwäsche. The addition rental linen reflects the customer language optimally and also the compound brand for industry and trade diemietwaesche.de is found in the terminology.
Markus Greif when asked why they are investing in a new brand identity right now: “Firstly, of course, due to the fact that we have turned 100 and are starting anew into the second century. And I say right now, at a time of corona and energy crisis, now more than ever. After three years of difficulties and existential fears, it’s exactly the right time to start again, with new momentum, with a new brand into the new company century. We have always believed that we would make it through the very difficult times and have done everything to make it so. It wasn’t always easy, but we made it. And we are now showing that in all clarity with our new logo. That’s something for the future.”
The logo was not completely redesigned but modernised. Its simple, minimalist appearance conveys professionalism and modernity. The colour scheme of blue and green is carried over from the old logo – but interpreted in a more modern way. The colours symbolise cleanliness and sustainability, which is a top priority for the company.
Martin Greif on this: “The issue of sustainability has always been important to us. I’m not an ideologue, but we want to do our bit for this planet. And when my daughters ask me later, I can say that I tried with everything I had. It’s important to me that we are the most sustainable company in our industry. And in other respects, we already have a lot of innovative topics in the pipeline for the next few years, in terms of what we want to tackle from a technical perspective. The new brand identity reflects all of that perfectly.”
The familiar four stripes also remain in the logo as a recognizable feature. They stand for the corporate values of consistency, individuality, innovation and responsibility. Values that every single employee brings to life.
The relaunch also includes a brand-new, user-friendly website with modern imagery. However, to make the new corporate identity as recognisable as possible, it must, of course, be used across all media. The implementation will be gradual.
What do you think of the new brand identity?
Feel free to write us your feedback to: marketing@greif-mietwaesche.de
Why are we investing in a new brand identity right now? On the one hand, of course, due to the fact that we have turned 100 years old and are starting anew into the second century. But of course, a few doubts came to me. Of all times to take on such an effort and spend money in a time with Corona and energy crisis. But I say right now, now more than ever. After three years of difficulties and existential fears, now is exactly the right time to get going again, with new momentum, with a new brand into the new company century – I think that’s cool. We have always believed that we would make it through the very difficult times, have done everything to make it so. It wasn’t always easy, but we made it. And to all those who are still not quite sure if we made it, we can now also show our new logo. That’s something for the future.
Of course, things are exciting at the moment with the new brand image. And for the coming years, we are already planning a large number of very innovative topics that we want to tackle from a technical point of view. Above all, we want to further increase our efforts to reach our sustainability targets. The topic of sustainability has always been important to us. And it became clear to us relatively quickly that if we have green ideas, we want to go about them in the right way and, above all, make sure that their implementation can be measured. I’m no ideologist, but we want to contribute to this planet. And if my daughters ever ask me, I can say that I have tried to do so in every way possible. It is important to me for us to be the most sustainable company in our industry. My aim for the future is for us to continue to strengthen and hold our market position and for us to remain such a great team – then we will be in a good position for the future and will be able to supply our customers properly.