Thyssenkrupp
Forged Through Time: 75 Years of Thyssenkrupp in India
A cross-cultural identity and narrative design project celebrating the legacy of German engineering and Indian innovation through strategic branding and cinematic storytelling.
Thyssenkrupp | India |Brand Identity & Commemorative Film
Brief
When an industrial icon completes 75 years of operations, the celebration calls for more than just a logo—it demands a story.
Thyssenkrupp Industries India (TKII), a pioneer in India’s industrial growth since 1947 and formerly a part of the global German engineering giant thyssenkrupp AG, marked its 75th anniversary in 2022. With deep roots in sectors like cement, sugar, mining, and energy, TKII wanted to celebrate this milestone with a commemorative identity and a brand film that would honor their journey, inspire pride, and reflect their Indo-German legacy.
Saar was brought on board to strategically design and narrate this celebration—translating their industrial legacy into a bold, emotional, and future-forward visual story.
Discover
We began by immersing ourselves in TKII’s history and brand DNA. From archival images of their first sugar plants to modern drone footage of their manufacturing units, we studied the evolution of the company’s role in shaping India's industrial landscape.
We explored:
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Thyssenkrupp’s global brand identity system
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Indian industrial and cultural motifs
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Employee sentiment and stakeholder pride
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The symbolic value of the 75-year mark
This phase uncovered a powerful narrative—one of collaboration across cultures, of engineering resilience, and of nation-building through innovation.
Challenge
How do we craft a design that captures 75 years of legacy, balances German precision with Indian emotion, and aligns with a brand that is both deeply industrial and proudly human?
The identity needed to be more than celebratory—it had to be strategic, meaningful, and adaptable across platforms and formats.
Define
Our central idea became:
“Built in India, Forged with German Precision.”
This statement shaped both the visual identity and the cinematic narrative. It allowed us to position TKII not just as a manufacturer, but as a legacy builder—anchored in engineering excellence and driven by people.
We defined key storytelling pillars:
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Legacy: Honoring the past
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Collaboration: Indo-German partnership
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Progress: Looking ahead with confidence
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Emotion: Celebrating the people behind the machines
Design
Identity System
We created a 75-year commemorative logo that fused industrial forms with cultural symbolism.
The number 75 was engineered with bold, structural lines with the line “of nation building” the flags of
India and Germany surrounding a sphere (indicates the leadership the area of engineering ).
The logo integrated seamlessly with Thyssenkrupp’s global identity while reflecting the uniqueness of its Indian journey.
The color palette balanced thyssenkrupp blue with the touch of flag colours, symbolizing the Indo-German fusion.
Color
Editorial
Logo
Conclusion
Celebrating 75 years of Thyssenkrupp Industries India wasn’t just about designing a logo or producing a film—it was about honoring a legacy, bridging cultures, and translating engineering into emotion. For Saar, this project reinforced the power of strategic storytelling in branding, especially when legacy and innovation must coexist in a single visual system.
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