Rimowa - Research



Rimowa - “From vintage wood to classic aluminium to high-tech polycarbonate: at RIMOWA, we've always looked for ways to make travel better. We've seen a lot of change across three centuries but our philosophy has always stayed the same: expert travellers need expert travel solutions.”

“Our small family-run business opens its doors. Our very first cases are crafted in hardwearing wood, with an emphasis on lightweight contruction and superior stability.”

“Inspired by the golden age of aviation, we add distinctive grooves to our aluminium suitcases. They become a symbol for the international jetset and pay homage to the world's first all-metal aircraft. (Made in Germany, of course.)”

Rimowa created the original aluminium suitcase, the company has such a large heritage and over the years have been responsible for many innovations in suitcases and luggage, they’ve created many different lines of  sturdy suitcases, as well as waterproof casing for cameras and film equipment. 

Their suitcases are known for the iconic grooves in them which reference the grooves of German aluminium aircrafts. 

Their products are highly customisable and their product lines spans widely enough to suit the needs of any traveller. 








Commission - “Working with a wordmark designed by Munich-based Bureau Borsche, Commission developed a monogram, typographic style, colour palette, pattern motif, and packaging suite that would deliver a highly considered brand experience for Rimowa's customers.”

Commission’s work on a new identity for Rimowa is very refined and bespoke. The primary visuals of the identity are a simple uniform sans serif logotype and a monogram which references the spires of cologne cathedral and is based on a very early logo that Rimowa used. 

“The new monogram is inspired by Rimowa's earliest branding from 1898, still present today outside the Cologne store. The two vertices within the mark are designed to reflect the iconic spires of Cologne Cathedral and are enveloped by the soft radius forms of a Rimowa case. The mark aims to serve as a reminder of the company's innovative manufacturing history and its strong connection to the city of Cologne.”

I really like this rebrand, I think its very bespoke, refined and evocative of luxury. However to effectively undergo this project I need to try and think of how this project could be improved and how I can apply these ideas to the project that we create. 

The logotype is undoubtedly very uniform and inoffensive, simply appearing in sans serif typography, how could this be made more individual and distinguished? I guess the monogram does add more to the identity and individuality, however maybe one definitive logo mark could be made for out project. I think a good way to go would be starting with a sans serif font like this and adding as graphic intervention that distinguishes it whilst still retaining an element of luxury and quality. 

In the Brief, Rimowa said that they liked the quotes that Aesop use in their branding because the give the brand a voice and character. Commission’s rebrand does not have quotes like this and instead heavily focuses on the idea of luxury and high quality. 

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