Development of an international corporate brand for Bertelsmann

Rebranding with a new message

The global service provider, operating IT centers and resonsible for logistics and financial services, needs a name that follows tradition while verbalizing the realignment. All divisions – print, services (distribution and logistics), storage media and systems (IT and data centers) – will come together under the new brand name.

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The top requirements? International registrability as a word mark, the availability of the desired country domains and error-free pronunciation without any negative connotations in 40 countries. Since the Bertelsmanns division employs more than 70,000 people worldwide, the multilingual approach is particularly important. The new name should cover all businesses in their entirety: customers service, outsourcing, media supply, mobile phones and game consoles, communication / call centers and printing.

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"Arvato" meets all requirements, resulting in a powerful brand story. As an acronym of the Latin word “ars” for art paired with “va” for variation, “t” for technology and “o” for organization, the name is coherent and expressive.

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Today, Arvato is a brand with history, presence and character — reflected by name that conveys all of this without appearing constructed.