LTS is a Glowing Gold Winner

Published: 06.06.2019

LTS has been awarded a German Brand Award 2019

The team of LTS and the agency Beckdesign at the awards ceremony in Berlin. Source: German Design Council.

LTS Licht & Leuchten GmbH has been awarded Gold at the German Brand Awards 2019. LTS was named as the best product and corporate brand in the industry in the Excellent Brands “Lighting” category, with the Swabian company managing to win through against nine other international competitors. LTS received 1st place for the relaunch of the brand.


Distinctive values and a new visual identity

LOVE TO SHINE is LTS’s new claim, which not only brings the company’s initials to life, but also forms part of a completely new corporate design alongside a new logo. In a comprehensive development process, the decision was made to reposition the brand and enhance its emotional appeal.

The logo symbolises a cup, a diamond and a heart, as well as a luminaire unit and a reflector all at the same time. It also unites the three letters, L, T and S. The new LTS colours are vibrant, bright and bursting with energy. Deep violet, blue, green, yellow, orange, red and pink shine with a new dynamic radiance. A central design element is also the angular surface, which relates back to the beam angle characteristics of the LTS luminaires.



The relaunch project was worked out in just six months, including the new online content and all the printed materials.

“We want to consistently continue to develop LTS into a strong, competitive brand with high recognition value. It’s important to focus on the essence of the brand: dynamism. Our new identity expresses our passion for light on an emotional level. We’re so pleased to receive this award from the panel of experts at the German Brand Awards and it shows the team that we’re on the right track”, says Michael Cappello, CEO of LTS.

The German Brand Awards take a holistic view of brands and also award prizes in this way. With their criteria and competition categories, they manage to take the multiple facets of professional brand management into consideration.

This is how the jury describe the basis for awarding a Gold German Brand Award: “A consistently clean brand strategy with a clear positioning, which is client-oriented and focuses on the needs of the target group, and also appears tidy, emotive and up to date.”


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