Mario Eckmaier
Partner, Consulting
Schloßgasse 13/3
1050 Vienna
22.04.2020 / Hamburg
Polarizing and differentiating
New era in COR advertising motifs
Polarizing and differentiating
All of COR's communication measures are characterised by a high degree of continuity. This also applies to the advertising motifs, which were last changed five years ago. From now on COR surprises with a completely new approach, which, like all other motifs of the last 20 years, was conceived and realized by FACTOR.
Colour is always a matter of taste
There is no other design medium where opinions differ as much as in the case of colour – nothing polarises more. The advertising motifs used to date, which have been regularly supplemented and evolutionarily developed further by new so-called milieu images, were characterized above all by a very generous white passe-partout, which was introduced five years ago. An impression that has inspired the most important market players over the years.
It was long overdue to make a big exclamation mark again. The current step is a very big one for the COR brand, as in the past the brand was presented almost exclusively on a white background. The brand elements are now presented in white on the full-surface, intimated living worlds – a real novelty in the 65-year history of the company. And the great thing is: the response is very positive despite the very independent colour worlds.
The motifs stand out particularly strongly in editorial environments. The first four motifs will be placed online and offline in a wide variety of formats. The new motifs can already be seen in residential magazines, special-interest magazines and daily or weekly newspapers, such as H.O.M.E. (D and A), Frankfurter Allgemeine Quarterly (D), Weekend Knack (NL), Elle Decoration (D) and Wohnrevue (CH).