The renowned German design agency, Peter Schmidt Group, is well-known in the global design community for its impressive portfolio of work with brands like Nivea, E.ON, Mercedes-Benz, and Panasonic Automotive. Since 2006, PSG has been a part of the New York-based advertising agency BBDO. By introducing a new informational division called PSG Imagine, the company is undergoing a repositioning effort and unveiling a new brand identity that focuses on technological offerings, creative research, and diversity.
Founded in 1972 by designer Peter Schmidt in Hamburg, Peter Schmidt Group evolved from a smaller studio specializing in packaging design. Currently led by Norbert Moeller since 2003, the agency operates multiple offices throughout Germany, as well as in Lisbon and Tokyo. With a team of 220 employees, PSG is now engaged in various areas including brand strategy development, interactive design, brand architecture, corporate naming, and sound branding.
In 2024, the group is restructuring and revealing its new brand identity to the world. According to PSG Managing Partner Lukas Cottrell, the agency’s rebranding is a response to the rapidly changing business landscape. The new brand direction involves a shift towards new platforms, interfaces, and technologies to meet client expectations and positively impact their businesses, a mission that PSG actively pursues.
Describing the new visual identity, PSG emphasizes its long-standing combination of technology expertise and creative innovation. The agency’s aesthetic now reflects this synergy, with the elephant serving as the brand’s symbolic mascot, inspiring unique corporate resonance. The new design of the elephant symbolizes creativity enhanced by technology, enhancing the creative process.
The elephant has been a central symbol and trademark of the agency since its inception in 1972. The updated version of the elephant logo features intricate details and has transformed from an African to an Indian elephant adorned with an ornate saddle blanket.
In addition to visual elements, the elephant motif is integrated into the interior designs of PSG offices, such as a diamond pattern on the ceiling in Munich and azulejo tiles in Lisbon, creating a cohesive brand experience. The press release describes the elephant as powerful, possessing a strong personality and self-confidence.
The wordmark has also been redesigned using a custom typeface named PSG Grotesk, drawing inspiration from the elephant’s forms. This unique font allows Peter Schmidt Group to emphasize brand identity consistently across various communication channels. Other design elements, including floral patterns and animated images, contribute to a modern and promising brand aesthetic.
In addition to graphic design, PSG will incorporate a corporate sound created in collaboration with branding agency TRO to enhance its communication. The sound logo combines various sounds, including infrasounds of communicating elephants known as “rumbles.”
Transitioning from a previous black-and-white scheme, the new identity introduces vibrant colors, primarily blue symbolizing new technology, creating an engaging contrast in the color palette.
Technology plays a central role in PSG’s new division, PSG Imagine, which focuses on developing visual prototypes using AI technology, integrating innovative tools into production processes, and maintaining flexible interactions with brands.
