Distil. Flexibilise.
Stay ahead.
There are iconic brands that are firmly anchored in the cultural consciousness of a society. But nothing is more dangerous than resting on your laurels. Lukas Cottrell, CEO of Peter Schmidt Group, examines the balancing act between past and future, stability and flexibility – and what it means for design work and brand management.
Sometimes you don't need to explain brands in detail because everyone already knows them anyway. Some are the top players in their segment, others the omnipresent companies that every child grows up with. They are true icons that have charisma and offer people orientation because they are a natural part of our lives. But our society is constantly changing – and the brands we grew up with are not necessarily the ones that will shape the generations after us. Media usage and the zeitgeist are constantly changing, new challenger brands are entering the market, and reputation and awareness are not inherited.
That's why there's nothing more dangerous than becoming complacent in one's position as an icon – according to the motto: We've been around for a hundred years, we'll still be here tomorrow. Rather, it's important to continuously develop one's own offering and brand image, and make sure it's fit for the future. But how can you hold on to established assets while combining them with flexibility and curiosity?
For daily design work and brand management, the first step is: Take a deep breath, then dive in and search for what actually makes the icon an icon. In terms of content and visual translation. The path to the brand's core is a long one, leading through the tightly intertwined roots of its origins, along the winding paths of times long past. As an agency, we knock on the doors of hidden archives during this important evaluation phase, fighting our way through the brand history and studying the beginnings of the company from its founding. In short, we examine every tiny detail and ultimately discern the identity-forming design elements. Whether this is an abstract shape, a color, a specific line, or a special pattern, varies from brand to brand.
Once this core element has been evaluated, we place it under radical protection. From then on, it is considered sacrosanct. It is intrinsic to the stability of the brand. At the same time, this process creates new clarity about which other elements are secondary. We declutter – and in doing so create space to add new motifs that place the familiar in a contemporary context. This allows the brand to show that it is not resting on its laurels, but is continuously transforming itself with forward thinking.
At the same time, the brand gains the flexibility to adapt to increasingly diverse target groups. Forward-looking, iconic brands do not pursue a "one design fits all" approach, but rather combine their identity-forming codes with a wide variety of often fundamentally different motifs. This allows them to move confidently in environments that are rarely encountered in everyday life, appearing authentic and relevant in each case. One brand that has mastered this balancing act exceptionally well is Mercedes-Benz. The world's best-known automotive brand has brilliantly overcome the challenge of translating its values in different ways to suit diverse target groups. It communicates seriously and reliably in a business context, conveys luxury and lifestyle, and has thus become a symbol for all those who strive for social advancement and status. With clever collaborations, it simultaneously addresses streetwear fans and avant-garde fashion, positioning itself unmistakably in pop culture. Current examples include the capsule collections with Moncler and the Mercedes-Benz "Class of Creators" x KidSuper collaboration, which effortlessly combines automotive design and superhero aesthetics. This makes Mercedes-Benz more relevant to a younger audience that appreciates expressive, culturally charged developments.
However, this diversity only works because the core elements of the brand are untouchable heroes – above all, the star. In the analysis phase, we examine: What defines it, what consolidates it? How much flexibility can it tolerate – and when does it dissolve? As a design agency, we have developed the brand design in recent years in such a way that it strengthens the brand while at the same time allowing for variation. Our aim was and is to ensure brand consistency – without stifling creative energy. Brand management becomes a constant balancing act between strategic rigor, safeguarding iconic elements, and allowing creative freedom. Through sensitive, active brand management, we ensure a high level of quality that lives up to the Mercedes-Benz brand's self-image.
This is what we mean when we say design provides orientation. It helps build trust in brands, which consumers in turn reward with loyalty. It therefore has undeniable economic value. But of course it is not the only key to success; it must always be reflected in the corporate attitude as well. Taking its role as an iconic brand seriously also means heeding the inner compass that guides you through all times, fashions, and trends. In short: it's important to show attitude!
A current example of this is provided by our client Deutsche Telekom with its campaign series "Gegen Hass im Netz" (Against Hate on the Internet), which combats exclusion and disinformation in digital channels. It raises awareness, trains media literacy, and promotes initiatives – always with the aim of activating the silent majority, supporting those affected, and making hate speech visible. "Gegen Hass im Netz" has reached millions of people, won several awards, and has measurably sensitized users to what is perhaps one of the most important issues of our time. The campaign also fits the brand perfectly in three ways: First, because it is as digitally minded as Telekom itself. Second, because it conveys its mission to the outside world, enabling positive, human connections in a networked society. And third, because it consistently plays on Telekom's brand codes.
Consistency, flexibility, attitude – these elements characterize iconic brands that are strong today and prepared for tomorrow. That may sound simple, but it is no easy task. Perhaps even an uncomfortable one. And yet it comes with the highest prize: the claim to maximum relevance.
The article was published in German in "Markenartikel Magazin", issue 10/2025. Read the full version online.
Meet the author
Lukas Cottrell
CEO
PETER SCHMIDT GROUP
