MetaDesign creates Autoneum brand

Former Rieter division enters market as independent company.

At its general assembly on 13 April 2011, the Rieter Group – global market leader in short-staple spinning machinery and components, with the broadest offering worldwide – announced the spin-off of its automotive division and presented the name of the newly independent company: Autoneum. The branding specialists from MetaDesign Zürich have worked over the past few months to develop the new brand.

Last Friday Autoneum was listed on the Swiss Exchange, becoming visible to the public for the first time. The brand clearly shows its heritage in the Rieter Group and thereby the values it continues to stand for. But it also communicates the independence it will need on the market to stand up against powerful competitors. The result is a convincing, high-profile look and feel that will be implemented across all brand touchpoints.

Dr Peter Grädel, head of corporate communications at the Rieter Group, commented, “Since 2004 we’ve been working with the branding experts at MetaDesign. This long collaboration has proved itself fruitful once again in the development of the new Autoneum brand. Despite intense time pressure we succeeded in creating an assertive brand with a clear profile.”

Bruno Schmidt, member of the executive board at MetaDesign Zürich, added, “In Autoneum a new industrial brand has been built in a very short time, one that will prove strongly competitive in Switzerland and markets around the world. We are convinced that the new brand’s look and feel will play an important role in the strength and competitiveness of this young company.”