Knauf is an international group of companies specializing in manufacturing construction materials, including plasters, dry lining systems, thermal insulation composite systems, and paints, to name just a few.
The company’s roots can be traced back to 1932. On its official website, Knauf describes its history as the way from “a family-run company to a globally operating family of companies.” It has been pretty consistent in its visual brand identity.
The only element of the Knauf logo is the name of the brand set in a heavy sans serif typeface. The overall look of the type is rather generic. Yet, the extended ends of the initial “K” and the final “F” add a unique touch. They create a visual rhythm and a kind of symmetry, too.
Although the letters are heavy, they are also italicized, due to which the design adopts some dynamism.
We cannot say that the emblem is meaningful – it is impossible to guess in what industry the brand works judging by the Knauf logo. Yet, this approach seems sensible when it comes to a brand identity that belongs to a group of companies with different specialization. The palette also shares this approach as it is neutral and just “business-like.”