Clothing supplier Marc O’Polo has received the German Brand Award 2022 in the category “Excellence in Brand Strategy and Creation – Brand Design Corporate Brand” for its new brand and corporate design as well as its product branding. The award ceremony took place as part of the German Brand Convention in Berlin.
“The award is a great recognition of our work and it confirms that we have caught the zeitgeist with our new brand identity. This is a central element of our strategy to make the Marc O’Polo brand younger, more modern and more international,” commented Sandro Schramm, Director of Marketing, Licensing and Growth at Marc O’Polo, in a statement.
“The prize goes to the more than 250 Marc O’Polo colleagues and the Wiegand von Hartmann agency, who all worked together on this large project for over a year and a half,” added Schramm.
The new brand identity was presented for autumn/winter 2021, with the brand values, the Scandinavian roots and the company’s sustainability standards being the foundations. In addition to the visual and conceptual further development, the second focus is on composition and structure, which is applied across all brands, with sufficient differentiation via colors, imagery and monograms.
“The appearance is clear, uniform and reduced and takes place at all touchpoints. From communication to store design, members’ program, online shop to product branding,” summarizes Marc O’Polo.
The German Brand Award has been presented annually in more than 60 categories since 2016 by the private-sector foundation Council for Design. In 2022 there were 1,200 submissions from 19 countries, which were evaluated according to the criteria of independence and brand typicality, brand conciseness, differentiation from the competition and relevance to the target group. Brand management should also take into account aspects such as sustainability, degree of innovation, continuity and future viability.