Talks at TYPO Berlin 2017

Brand Talks

Stefan Büscher

Stefan Büscher (Škoda)

Marketing and Product Director ŠKODA

Stefan Büscher studied behavior-oriented marketing in Germany and abroad while completing his degree in Business Studies (Diplom-Kaufmann) at the University of Paderborn. He had 16 years of experience in a wide range of sales functions before joining Porsche in 1997, where he led the Marketing Communications department as General Manager until 2012. He then spent three years working as Brand and Product Manager at Bentley Motors in England. He joined ŠKODA as Marketing and Product Director in 2014, and is responsible for getting the over 120 year-old brand ready for the future.

Patrick Märki

Patrick Märki (KMS Team)

Managing Director and Creative Director KMS TEAM (Munich)

»Anything is possible – even if the conditions may be difficult at times. Design is a journey, not a series of fixed principles. Design is the visual expression of a mindset.«

Born in 1973 in Basel, Switzerland, Patrick Märki attended the Basel Music Academy from 1990 to 1994. He then studied communication design at the Basel School of Design from 1995 to 2000. He worked as a freelance graphic designer before joining KMS TEAM in 2000. As Managing Director and Creative Director, he is currently responsible for the areas of corporate design and typography. His brand identity clients include Canyon Bicycles, Credit Suisse, JINS, MAN, Porsche Motorsport, Universität Heidelberg and the museum Villa Stuck München. He is a member of the DDC.

 

»Driven by Inventiveness« – ŠKODA NEXT

ŠKODA aims to strengthen ties with its already broad, loyal customer base by evolving into a more emotional »love brand« and by focusing on design across all touch points. »Kaleidoscope of Life« is the new approach for the company’s communication and corporate design.

The grid for all corporate design elements is based on Czech cubist design and architecture as well as Bohemian glasswork. The new ŠKODA NEXT typeface represents the brand values »simple, surprising, human«. It brings geometric and humanistic design together in a single type family.

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