This new brand identity helps architects, office planners and clients to gain an adequate impression of the brand based on four key principles 1) the formal philosophy of product development, 2) the individual customization of manufacturing, 3) highest quality material derived from the best resources, and 4) thought-out functionality for more comfort. These principles lay the groundwork for spiegel's mission to reflect brand and product range in an unmistakable way. Products are sorted in a world of colors while illustrations and typography strengthen the character of each individual item.