RIMOWA is for purposeful travellers; individuals who apply a precise rigour to everything they do. The identity provides a timeless and stylish foundation for RIMOWA, and serves as a reminder of its innovative manufacturing history and connection to Cologne.? Patterning is based on RIMOWA’s iconic Grooves. Print techniques and materials add tactility and elegance. Coordinates add a subtle moment of discovery for customers and staff – an insight to the global world of RIMOWA. The core colour palette echoes the warm high- and low-lights of the aluminium. Hangtags use engraved silver rivets that match the case.

On the Monogram, the two vertices reflect the spires of Cologne Cathedral, enveloped by soft radial corners of the case. The Wordmark is set in a Gothic typeface, a style of letterform that emerged in Germany in 1898 – RIMOWA’s founding year. Clean, elegant, functional – an echo of the suitcases.

The new RIMOWA visual identity launched globally on 18 January 2018.

Items of core brand collateral were rolled out internally on the day, including corporate stationery such as business cards, letterheads, compliment cards, and notepads.

Externally, all RIMOWA’s digital platforms were simultaneously updated: the website with the new wordmark and monogram, while all social media channels announced the new identity with a series of image and video posts.

Wallpaper* Magazine also published an exclusive online editorial piece on the launch day.

Consumer-facing store signage and hoarding began rolling out just before the official launch date, accumulating in a handful of store openings and pop-up events. Magazine and large-scale advertising has also begun globally, and public collaborations and brand partnerships with celebrities.

Many items of corporate stationery have already been produced in their tens-of-thousands, with hundreds-of-thousands still to come.

All collateral has been overhauled to offer the consumer a brand and packaging experience that matches the quality of the luggage.

RIMOWA is for purposeful travellers; individuals who apply a precise rigour to everything they do. They understand that less is often more, and desire not just the best, but the functional best. The brand new visual identity aims to reflect and celebrate this.