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LIT, a leading branding agency renowned for its innovative approach to rebranding, has successfully unveiled the rejuvenated brand identity of Gravis, Germany’s premier tech retailer and one of the nation’s largest Apple reseller. The collaboration between LIT and Gravis has resulted in a groundbreaking transformation that sets the stage for the future of technology retail.

Founded in 1986, Gravis was at the forefront of German retail, proudly standing as the country’s first and sole Apple reseller. However, the world has evolved dramatically since those early days, and Gravis found itself immersed in a fiercely competitive landscape. The company’s brand no longer resonated with its innovative ethos and unwavering commitment to quality, making it increasingly challenging to engage with younger audiences. It was clear that a rejuvenation was in order. Recognizing the need for a fresh perspective, Gravis turned to LIT, a branding agency renowned for its expertise in rebranding innovative companies. LIT’s dynamic and forward-thinking approach aligned perfectly with Gravis’ vision for transformation.

LIT’s team of branding experts embarked on a journey to craft a new, contemporary identity for Gravis, breathing new life into the brand. The result is a striking and iconic logo, paired with a vibrant color scheme that reflects the spirit of innovation. The logo pays homage to the retro-futuristic aesthetics of Apple’s history, creating a visual link to the brand’s heritage while embracing modernity. A thoughtfully chosen serif font further reinforces this historical connection.

The new brand identity is not confined to the logo alone; it permeates every aspect of Gravis’ visual language. The campaign motifs take inspiration from the aesthetics and user experience of Apple products, fostering a sense of familiarity and appeal among consumers. The result is a brand that is not only fresh and contemporary but also instantly likable and cool.

“From the beginning, LIT really understood our heritage and took it seriously. The new brand embodies where Gravis comes from and at the same time, takes us into the future. From design and campaign to assortment strategy, the team always showed great expertise in a variety of topics, really helping us to make the new brand strategy come to life”, said Mirja Marek, Head of Marketing

“Rebranding Gravis has been an exhilarating journey that allowed us to merge the rich legacy of the brand with a vision for the future of technology retail. Our aim was to create a brand identity that not only captures the essence of Gravis but also sets new standards for the industry. We’re thrilled to have partnered with Gravis in this transformative endeavor, and we believe the result speaks volumes about the power of innovation in branding”, said Christopher Leidinger, co-founder of LIT.