• d
  • e
SUAN Conceptual Design GmbH
Güterstrasse 233, 4053 Basel, Switzerland, 
+41 (0) 61 681 60 09, info@suan.ch, Imprint, Privacy Policy

A brand revolution.
Rebranding for Derendinger.

The brands Derendinger, Technomag, E. Klaus, Normauto and Matik, which belong to the Swiss Automotive Group (SAG), are shifting up a gear together and joining forces under the new Derendinger brand. This has resulted in a completely new brand world. The successful merger of the five brands is a milestone in Derendinger’s more than 90-year corporate history – and the consistent continuation of the path that the Swiss Automotive Group has been following since 2009.

Together with the client, Suan revised the brand strategy and formulated the target groups. On this basis, a completely new brand was created, which was enthusiastically received by Derendinger and its customers.


Brand strategy
Brand leadership
Logo design
Employer branding
Corporate design
Brand experience
Web design
Editorial design


Claim and short logo version

Color concept



Visual language: The people of Derendinger

The imagery shows the people of Derendinger close up in their everyday lives and illustrates a wide variety of situations and products. The new workwear provides the lime accents in the picture, the background is slightly desaturated. The targeted use of depth of field in the foreground as well as background and special perspectives catapult the viewer directly into the situation. The out-of-focus elements also make it possible to tailor special image formats needed for the print media concept.

Color branding

Color branding is an extremely powerful element in branding and can offer a clear competitive advantage. Derendinger’s new primary color, called Lime, stands for dynamism, future orientation and commitment. The bold color accent clearly sets the Swiss market leader in the vehicle parts aftermarket apart from the competition. All the more so in an industry that is traditionally dominated by the colors red and blue. The unique color feature ensures quick recognition and strengthens internal and external identification with the new brand. The new brand shines in lime. A powerful color!

Design elements

Another important design element that comes into play in layouts is the lime-colored pillar. This means that formats are divided vertically into neutral and green-yellow backgrounds in accordance with the golden ratio. The logo is always placed within this pillar: The combination strengthens the color branding, the association of the color lime with the brand.

In the print media concept, headlines and images may overlap the pillar area or be cut by it. That is the case with the image brochure, where the pillar is its own abbreviated front page, covering the photography and arousing curiosity about what lies behind. In addition to print media and the website, workwear, car lettering, and soon also store signaling will complement the redesigned brand touchpoints.

Web design

Derendinger’s new website communicates the brand directly through the use of color and imagery. The new trilingual claim “Power for your workshop” emphasizes performance orientation and competence. The images combined with an uncomplicated approach create sympathy through authenticity; they offer users a friendly introduction and convey the information in a comprehensible way. The print media concept is also reflected on the web, where the pillar serves as a user guide. In addition, it is supplemented with a tertiary color on the subpages of the product categories in order to visually distinguish the categories from one another. Usability has been improved across the entire website and the navigation provides space for a complex sitemap, which guides users through it easily.


Brand launch

The successful launch of the public appearance was on September 1, 2023, at the Swiss Automotive Show (SAS) in Fribourg. Visitors to the trade fair encountered the newly designed “Derendinger World” booth first, before entering the exhibition hall. The brand launch video already accompanied the internal unveiling of the new brand in front of the Derendinger staff (for sound play directly via Vimeo). The Big Bang could not be missed: Various give-aways were distributed among the visitors and also the central bar presented itself in the new Derendinger dress.

To top