The machines and special vehicles from Putzmeister make their mark when it comes to pumping, mixing and spreading concrete, mortar and industrial thick materials. A unique selling point that also needs to be communicated appropriately. We developed a logo with a signal effect, striking and simple, which depicts an elephant in abstract form and at the same time embodies the "PM" signet. This is followed in logical sequence by the revision of the overall appearance, including a brand lift, CD manual and a product campaign.