The date could not have been better chosen for Mühlenchemie. On World Flour Day, 20 March 2023, this pioneer in flour improvement and standardisation presents its fresh, updated design, and kicks off the worldwide celebration of its 100 years of existence. The new brand outfit, with which MC is showing its new self-image internally and externally, goes into use immediately. It is based on the roots of Mühlenchemie that made the company what it is today, on what it stands for, and on what it will do going forward – as global market leader, innovation driver and binding connector in the milling industry, and as a creative flour treatment expert that is always right there with customer.
“Today we’re a global player in flour improvement and standardization. Each year our solutions treat over 150 million tonnes of wheat, making a valuable contribution to the food security of the global population. In our 100 years of history we have developed many innovations that were and remain pioneering in the industry. Today we’re at home all over the world, and our heart beats in Ahrensburg, in the ‘Futuremaker’ Stern-Technology Center. With our tagline ‘Understanding Flour’ we express this self-image, and our new look further emphasizes it,” explains Peter Steiner, Global Head of Business Unit Mühlenchemie.
The new brand outfit was preceded by careful market analysis and customer surveys. The goal of the relaunch was to communicate the company values and self-image into the future, and underline its role as global market leader, innovation driver and direct partner of mills and millers worldwide, without losing touch with its origins. The new design needed to represent a logical further development of the brand and remain recognizable. Evolution instead of revolution was the idea. Accordingly, the logo was modernized and emphasizes “MC” as the short form of Mühlenchemie, with a confident, dynamic and international look. This makes this already strong brand even more tangible across the world. The roots remain visible through the combination of the corporate colours and the lozenge, as a symbol of wheat and a key visual. Customers and MC experts are equally important in the visual idiom, and speak the same language.
MC is in direct dialogue with over 2000 mills in more than 150 countries. It is underpinned by a team of over 150 researchers and developers in 12 Stern-Technology Centers, including in Mexico, Singapore, India, China, Kazakhstan, Turkey, Kenya and Nigeria. Their knowledge is bundled at the central “Futuremaker” Stern-Technology Center in Germany, and turned into tailor-made solutions for the requirements of the worldwide milling industry.
The new corporate design applies to all levels of the company. It will be seen on the website, in social media, in product communication, and at trade fairs and events.
