Minimax is part of the Minimax Viking Group. This group came into existence after a merging of Minimax and Viking and consists of over 70 businesses active in the fire protection market. The group is made up out of about 9.300 employees, has an annual revenue of €1.7 billion, and is one of the largest fire protection concerns in the world. The group's portfolio ranges from electronic fire detection and fire extinguishing techniques to extinguishing systems based on water (sprinklers), gas, and foam.
After providing the American Viking Inc. from Michigan with a new brand strategy, we were approached with the same request from Bad Oldesloe near Hamburg, where the German headquarters of Minimax GmbH is located.
During inspiring workshops with Minimax's marketing department, the building blocks for the brand blueprint were collected. But what is it that truly makes the German Minimax unique? Not only in comparison to the global competition in fire protection but also in comparison to the American sister company Viking Inc.
In Minimax's new brand identity, 'the grid' plays a central role.
One of the most important findings was that at Minimax, safety and trust are deeply anchored in every fiber. Accordingly, the idea of implementing this 'grid,' that is used in construction drawings, was born. Trusting the grid. Everything is drawn out with millimeter precision when Minimax is creating its customization for airports, cruise ships, hospitals, parking garages, or data centers, to name just a few applications. 'Experts in fire protection' is the tagline that sharply summarizes the leading position Minimax GmbH has in Europe.
The complete brand identity was worked out, and a bulky booklet specified all the restrictions. Additionally, we uniformly rolled out the design for the new website, a stand concept for trade fairs, templates for datasheets, product documentation, case studies, not to mention the signage of Minimax's enormous vehicle fleet. Anyone who is regularly in Germany will undoubtedly have noticed the bright red Minimax vehicles driving its streets.
