CLIENT – Wüsthof
PROJECT – Brand Identity Logo Redesign
AGENCY – AgencySacks
ROLE – Brand Designer

CHALLENGE
Wüsthof has been a family-owned company since 1814, when they started producing their famous knives in Solingen, Germany, “the city of blades.” They wanted their logo redesign to nod to this history of craftsmanship while positioning the company as modern and competitive in a crowded market.

CONSIDERATIONS
Differentiation: Although they were one of the first knife companies with a red logo, they no longer stood out.

Simplification: Wüsthof’s previous logo/wordmark had too many competing elements – drop shadows, 3D effects, and bold italics. Our first task was making the case for simplicity — a hard sell for a company with deep attachment to its existing identity.

The umlaut: Embracing this typographic element reinforced Wüsthof’s German history and quality. We explored unique ways to incorporate it into the wordmark.

Small steps: When a company has existed for over 200 years, they’re not always in a rush to change, and we learned that nudges in a new direction were more effective than leaping to a more drastic redesign.

This project remained in concept phase — Wüsthof ultimately pursued a different direction. The exploration is included here as an example of brand strategy and logo development for a legacy heritage brand.