Bte Bedampfungstechnik GmbH and its subsidiary Born Coating GmbH have been given a new look: the corporate identity of the company, which is more than 30 years old, has been completely overhauled: the brand identity includes a new logo with adapted colors, the new claim "Born to coat" and an updated website.
Corporate identity revised
The core of the new corporate identity is the striking figurative mark, which is based on the company's technology. The dots arranged in a quarter circle are reminiscent of a calotte segment, the heart of the coating systems. The substrates to be coated are located on this segment, onto which the thin interference layers are deposited using evaporation technology. This is impressively illustrated in the animation on the homepage of the new website.
New content structure of the website
Not only was the external appearance of the website redesigned, but the entire content structure was also rebuilt. "Our main focus was on customer needs," says Managing Director Ansgar Link. For example, the "Industries" section was added so that customers and interested parties can find their way around more quickly beyond the product pages. "With our optical coating technologies, we operate in a very complex market that also tends to be a niche market," says Link. "Our new website is better suited to our prospective customers, regardless of their level of knowledge."
Customer focus as a core competence
"Working in partnership with our customers, often over many years, is our strength," says Managing Director Damian Janczyk. "We don't have any catalog products, but offer customized coating solutions. This customer focus, together with our decades of experience, is our core competence and was therefore a central element in the redesign of the website."