Luxon Carrà marque gives MTU new thrust

International corporate branding specialist Luxon Carrà has rebranded DaimlerChrysler subsidiary MTU Aero Engines, an aeroplane engine manufacturer. German-based MTU has recently broken away from its parent company and is now seeking its own independent identity.

Luxon Carrà has undertaken a full evaluation of MTU’s existing identity and communications needs. It has modified the name from the teutonic MTU Motoren und Turbinen Union München to the neater MTU Aero Engines to reflect the increasingly international nature of its business.

The new marque also reflects the company’s geographic scope, as well as its growing emphasis on technology. It features a petrol blue circular icon representing the rotation of engines and the company’s global outlook.

Luxon Carrà creative director Peter Smith says it wanted to create a strong logo for the company’s first visual standalone identity away from the DaimlerChrysler group. “The marque is a reflection of MTU’s hi-tech engineering approach in a traditional business sector,” he says.