What’s missing from many corporate identity projects, says
Rüdiger Goetz, principal with Matthias Simon of Simon & Goetz
(Frankfurt, Germany), is the truest beneﬁt to the client’s brand—
that is, business success. Many designs produced today are
visually exciting and some even win industry awards, he acknowl-
edges, but what is the actual worth of those designs? Do they
really help the client for whom they were designed?
Simon & Goetz’s identity design for Rotwild, a brand new com-
pany making ultra-premium mountain bikes is a good example of
how an effective brand image is created from the ground up, and
how that identity is crucial for corporate efﬁciency.
Normally, Simon & Goetz works with relatively large corporations,
but the Rotwild project was different. Three engineering students,
almost done with their university studies, saw that there was room
in the mountain bike market for a new niche: a high-cost, high-
tech bike with the cachet of German engineering. They turned to
the design ﬁrm for help. Simon & Goetz jumped at the opportuni-
ty to create everything for the ﬂedgling company, from Rotwild’s
name and logo to its bike and accessory designs.
“We put a strong focus on the actual product design—its graphic
language or style,” explains Goetz. His ﬁrm was an ideal choice
for a start-up client with little budget for market research: Simon
& Goetz already had experience in branding for the bicycle mar-
ket from having worked with a much larger client. Much of the
design ﬁrm’s work was based on previous studies, in addition to
information the new client had gathered and a detailed national
and international competitor comparison study.
“They could see the hype in the mountain bike market that was
mainly coming from the U.S., where the sport was rooted,” adds
Goetz. “Bikes became a fashion statement and very contemporary.
Simon & Goetz Design
Rotwild has a strong, mascu-
line, aggressive brand identity,
which was created by Simon
& Goetz Design of Frankfurt,
Germany, to appeal to the
person who wants much more
than just a biking experience.
Rotwild’s founders chose to
pursue a “preference strategy”
versus a “mass strategy.”