Mühlenchemie looks to the future rebranded as MC
Peter Steiner (global head of business Mühlenchemie), Volkmar Wywiol (founder and managing director of the Stern-Wywiol Gruppe) and Dr Matthias Moser (managing director Mühlenchemie) present the new MC logo. © Mühlenchemie
The date could not have been better chosen for Mühlenchemie as on World Flour Day, 20 March 2023, the flour improvement brand presented a fresh, updated design, and kicked off the worldwide celebration of its 100 years of existence.
The company said, its new branding, MC is based on the roots of Mühlenchemie that made the company what it is today, on what it stands for, and on what it will do going forward – as global market leader, innovation driver and binding connector in the milling industry, and as a creative flour treatment expert that is always right there with customer.
“Today we’re a global player in flour improvement and standardisation. Each year our solutions treat over 150 million tonnes of wheat, making a valuable contribution to the food security of the global population. In our 100 years of history we have developed many innovations that were and remain pioneering in the industry. Today we’re at home all over the world, and our heart beats in Ahrensburg, in the ‘Futuremaker’ Stern-Technology Center. With our tagline ‘Understanding Flour’ we express this self-image, and our new look further emphasises it,” explains Peter Steiner, global head of business unit Mühlenchemie.
The logo was modernised and emphasises “MC” as the short form of Mühlenchemie, with a “confident, dynamic and international” look. This makes this already strong brand even more tangible across the world. The roots remain visible through the combination of the corporate colours and the lozenge, as a symbol of wheat and a key visual.
MC is in direct dialogue with over 2000 mills in more than 150 countries. It is underpinned by a team of over 150 researchers and developers in 12 Stern-Technology Centers, including in Mexico, Singapore, India, China, Kazakhstan, Turkey, Kenya and Nigeria. Their knowledge is bundled at the central “Futuremaker” Stern-Technology Center in Germany, and turned into tailor-made solutions for the requirements of the worldwide milling industry.
The new corporate design applies to all levels of the company. It will be seen on the website, in social media, in product communication, and at trade fairs and events.
