The Major German Brands 2022

The German Design Council presents »The Great German Brands 2022. DESIGN. BRAND. INNOVATION.« on the occasion of the Design Gala in Berlin

Frankfurt am Main, 8 October 2021

The ninth edition of the highly regarded publication series called »The Major German Brands«, published by the German Design Council, was presented on 7 October 2021 at the Design Gala at Soho House Berlin. High-profile authors such as the Federal Minister of Economic Affairs Peter Altmaier, who has taken over its patronage for the first time, as well as Ursula von der Leyen, President of the European Commission, supported this year’s edition with welcoming speeches.

»The transition to environmentally friendly transport, sustainable objectives, digitalisation, efficiency gains through artificial intelligence – the list of topics which currently determine entrepreneurial actions is long, and the time we have to solve them is becoming increasingly shorter«, is how Lutz Dietzold, CEO of the German Design Council, described the challenges for German small and medium-sized companies. »Brands are the decisive instrument in this highly complex setting to orchestrate change and consistency over all the different points of contact.«

Anyone who wishes prevail in the high-speed universe of the current transformation, also needs a differentiated design and a specific value proposition to create a strong brand. The title of this year’s volume »DESIGN. BRAND. INNOVATION.« puts this trio of success factors in a nutshell. »Anyone who is guided by the sweet spot of these three dimensions will be able to cope with the future«, summed up Lutz Dietzold. »The brands presented in the book all tell success stories involving this trilogy.«

THE MAJOR GERMAN BRANDS

The German Design Council has been presenting outstanding German brands in its series »The Major German Brands« since 2013. Whether they represent design milestones in design culture or stand out because of a particular innovation: »The Major German Brands« reflect the entire spectrum of German industry.

Design Gala

The exclusive guest list included 100 selected representatives of the companies portrayed as well as leading figures from industry, culture and politics, including Elisabeth Winkelmeier-Becker, Parliamentary State Secretary for Economic Affairs and Energy. The event offered those attending a forum to exchanges ideas and network. In addition, it provided an opportunity to find out more about the finalists of the German Design Award Newcomer 2022. The young talent award has connected successful young designers with the world of business for many years.

You can find image impressions of the design gala here: https://bit.ly/3ooMmJz
You can find information about the book series at: https://www.german-design-council.de/en/activities/the-major-german-brands/

German Design Council

The German Design Council is one of the world’s leading centres of expertise in communication and knowledge transfer within design, innovation and branding. More than 350 businesses are currently members of its Foundation. The German Design Council was founded in 1953 as an initiative of Germany’s federal parliament to strengthen the German economy’s competence in design. Its many and varied activities all have the one aim: communicating a lasting improvement of brand value through the strategic use of design.