Sustainable progress inspired by the flow of life

Developing a global brand framework

Having existed for more than 110 years, and with 20 years since the latest brand update, the KONE brand has embarked on a journey of change to be ready for the next decade.

Manyone engaged in this global brand transformation to empower and complement KONE’s corporate strategy. Through extensive research and workshops, we have been involved with employees at all levels, from various parts of the business worldwide, to create a unified and globally recognisable brand experience.

In close collaboration with the KONE brand team, we fine-tuned their brand positioning and strategy. Based on this, we refreshed their expression and defined a vision for the future KONE, underpinning global excellence.

A story that flows with life

The new KONE brand tells a story that emphasises how their products and services intertwine with people’s lives – with the flow of life in the city itself.

The brand experience – visual and verbal- across all channels is tailored to create a wholesome perception of the brand.

The new brand position and experience unfold across areas from naming strategy to employer branding. Also encompassing service and training initiatives and continuous engagement spanning the entire organisation.

As KONE’s brand strategy and design partner, we’re continuing our journey together to shape and evolve the brand going forward – and ensure sustainable progress for the business, their customers, and city life.

"We could have chosen a more traditional or more known brand agency partner, but we knew that we wanted to change."

Annika Payn
Head of Brand Experience, Global, KONE

KONE BY THE NUMBERS

Moving more than 1 billion people each day

65,000+ employees

Serving 550,000+ customers worldwide

Operations in 60+ countries

Distribution in close to 100 countries

Deliveries

As a strategic partner, Manyone has been involved in numerous projects in positioning the KONE brand on its new journey.

Insight & foundation

Brand strategy

Brand platform

Naming framework

Visual identity refresh

Verbal identity

Digital identity

Spatial identity

Employer branding

Uniforms & vehicles