Branding for the iwb Smart Production Lab

Project duration: August 2024 – December 2024

From August through December 2024, MWIMMERDESIGN redesigned and modernized the corporate identity and website of the Smart Production Lab for the Institute for Machine Tools and Industrial Management (iwb) at the Technical University of Munich.

A light beige fabric bag featuring a printed design of the “iwb Smart Production Lab” (SPL). In the center, three colored hexagons—representing the circular economy (green), robotics (yellow), and digitalization (blue)—are arranged around a central icon of a building. The SPL logo is located at the bottom left. The background features additional colored hexagon elements in blue, green, and yellow that complement the bag’s design.

Client and Project

The client is the Technical University of Munich (TUM School of Engineering and Design), Institute for Machine Tools and Industrial Management (iwb), which has between 10 and 100 employees.

The task was to revamp and modernize the corporate design and redesign the website for the “Smart Production Lab” (SPL) learning center.

The collaboration ran from August through December 2024.

Concept and Implementation

The new SPL branding reflects the modular approach of the training program: Custom key visuals were developed for each of the training modules—Lean, Robotics, Circular Economy, and Digitalization.

The visual language emphasizes clarity and logical organization, thereby highlighting the Lernfabrik’s modernity and innovative spirit.

The scope of services also included a photo shoot (art direction) as well as UX design and development of the new website.

The following were delivered:

The deliverables include, among other things, the design guide, the SPL image brochure, the new website with a mobile-friendly version, photos from the photo shoot, and a roll-up banner.

Our Services in a Project Context

Corporate Design Web Design Website Concept Logo-Redesign Broschüren-Design Styleguide

The new SPL branding thrives on its clarity and rational structure. It draws on the modular approach of the training concept, and its visual language underscores the modernity and innovative spirit of the learning factory.

A visual overview of the Smart Production Lab (SPL) corporate design. In the upper left corner is the SPL logo in blue lettering. Below it, various fonts and weights are presented, including “Rafgenduks” in Regular, Italic, Bold, and Black. To the right of these are six hexagonal color blocks in black, dark blue, blue, light blue, green, and yellow, representing the design’s color palette. Next to them are arrows in the same colors, symbolizing visual direction and movement. At the bottom left are four icon designs for the modules Lean (blue), Robotics (yellow), Circular Economy (green), and Digitalization (light blue). Each module is additionally highlighted with a hexagonal color block. At the bottom right is a graphic hexagon element with color accents from the color palette, which represents a central design motif of the SPL.
A graphical overview featuring various design elements. On the left are icons for “Book Now,” “Download,” “External Link,” and “Checkmark List” in blue and black color variations. In the center is a typographic composition featuring letters, numbers, and symbols in various sizes and styles. In the upper right corner is a circular economy diagram with green and blue arrows, illustrating the processes from raw material extraction to recycling. In the lower right corner are three hexagonal symbols representing the circular economy (green), lean production (blue), and robotics (yellow). The design is complemented by additional hexagonal color accents in blue, green, and yellow.

Key visuals for the training modules

An instructor in a white shirt stands in front of a whiteboard and explains a diagram of production processes. Several participants in business attire are listening attentively; some have laptops in front of them. The training session is taking place in a modern, glass-walled training room with an industrial setting. Blue hexagonal shapes are superimposed as design elements; in the lower right corner is a blue hexagon with a white symbol of a building, representing education and training.
Keyvisual: Lean
A collaborative robot arm is working on an electronic assembly. In the background is a screen displaying a software interface. Superimposed on the screen are several transparent and yellow hexagonal shapes that are part of the design concept. In the lower right corner is a yellow hexagon with a white symbol of a robot arm, highlighting the theme of robotics and automation.
Keyvisual: Robotics
Two men in a modern industrial setting are working on a model vehicle. The man in the foreground is wearing a white polo shirt and is attaching a wheel to the vehicle, while the man in the background, wearing a light blue shirt, is removing a component from a container. The workstations are equipped with monitors and blue storage boxes. Green hexagonal design elements are superimposed on the image, and in the lower right corner is a green hexagon featuring a white symbol for the circular economy.
Keyvisual: Circular Economy
A man wearing augmented reality glasses is intently working on a model vehicle in a modern industrial setting. He is wearing a white shirt and holding a component with a red cover. Glass walls and industrial structures are visible in the background. The image features superimposed blue hexagonal design elements; in the lower right corner is a blue hexagon with a white symbol representing digitalization.
Keyvisual: Digitization

Design Guide

A brochure titled “BASIC DESIGN GUIDE” published by the “iwb Smart Production Lab” (SPL) at the Technical University of Munich (TUM). The cover features the SPL logo at the top, a graphic composition of color accents, hexagonal shapes, and an image of paintbrushes in a glass. A color palette with various shades is shown at the bottom. The edition is dated “As of September 2024.”
An open-page spread from the “iwb Smart Production Lab” (SPL) style guide featuring a two-page spread on typography. The left page bears the large, bold headline “02 THE FONT.” The right page shows an artistic arrangement of various letters, numbers, and special characters in black, complemented by a yellow arrow. The design highlights the diversity of the fonts and characters used.
An open copy of the “iwb Smart Production Lab” (SPL) style guide featuring a two-page spread on graphic design. The left page is titled “THE GRAPHIC” and describes the basic graphic design featuring hexagonal color blocks and symbols. The right page shows various icons for training modules such as “Lean,” “Robotics,” “Digitalization,” and “Circular Economy” in black and white as well as in the corresponding colors of blue, yellow, and green.
An open “iwb Smart Production Lab” (SPL) design guide featuring a two-page spread on graphic elements. The left-hand page shows various arrow styles in blue, green, and yellow, as well as icons for buttons and booking functions. The right-hand page contains a diagram of the circular economy showing connections between raw materials, recycling, and reuse. It also features various symbols for downloads, external links, and checklists.
Opened style guide for the “iwb Smart Production Lab” (SPL) featuring a two-page spread on the topic “THE VISUAL WORLD.” The left-hand page displays a large, bold headline reading “05 THE VISUAL WORLD” in black text on a white background. The right-hand page features a modern graphic design with several hexagonal image cutouts depicting a high-tech production environment and a person performing precise work. The design is complemented by colored hexagons in blue, yellow, and green.
Opened style guide for the “iwb Smart Production Lab” (SPL) featuring a two-page spread on the topic “THE VISUAL WORLD.” The left-hand page includes a description and several images depicting various scenes from the training facility, including people at work, the scanning of components, and an instructor standing in front of a whiteboard. The right-hand page shows additional photos of the training facility, featuring employees at workstations as well as an empty production environment with digital displays.

SPL Image Brochure

Several identical brochures from the “iwb Smart Production Lab” (SPL) at the Technical University of Munich (TUM) are arranged in a diagonal pattern. The cover features the SPL logo, a photograph of a modern production environment with machines and screens, and colorful hexagonal symbols. The slogan “Shaping the future. Step by step.” is printed in large type.
An open brochure from the “iwb Smart Production Lab” (SPL) at the Technical University of Munich (TUM). The left-hand page features the title “Our Training Concept,” along with a description of the modular learning system and an infographic linking the four modules: “Lean,” “Robotics,” “Digitalization,” and “Circular Economy.” The right-hand page shows a photo of a modern production environment featuring a glass-enclosed, futuristic training unit where people are attending a lecture. At the bottom are logos of technology partners and companies such as Airbus, Bosch, and Siemens Healthineers.
Several open brochures from the “iwb Smart Production Lab” (SPL) at the Technical University of Munich (TUM) are arranged in a diagonal pattern. The pages feature text, images of production environments and training sessions, as well as colorful hexagonal icons representing various modules such as “Robotics,” “Lean,” and “Digitalization.” The design is modern and structured, featuring a mix of photos, icons, and informative text.

Pictures from the photo shoot

A young woman in a blue blazer stands in front of a whiteboard covered with handwritten notes and diagrams, leading a training session or presentation. She smiles and makes a welcoming gesture. In the foreground, one participant sits with a raised hand, while another listens with his back to the camera. A pair of AR glasses lies on the table. The room features modern glass architecture with a view of an industrial setting.
Two people are working at an assembly station in a modern training factory. The man in the foreground is attaching a component to a model vehicle and smiling as he does so. The woman in the background is also working on a similar model and is looking in his direction with a friendly expression. Several monitors display assembly instructions, while shelves filled with components and tools surround the workstations.
A woman in a light blue shirt is holding an engineering model of a vehicle and attaching a wheel to it. She is wearing a smartwatch and is working intently. In the background are other people at workstations, shelves with blue plastic boxes, and racks with electronic components. The setting resembles a training facility or a high-tech laboratory.
An interior view of a modern industrial hall featuring a glass-enclosed, suspended meeting room structure. Inside the room, a group of people is seated at a table, while one person stands at the front giving a presentation. The hall is equipped with numerous pipes, ventilation systems, and metal structures, suggesting a high-tech manufacturing or research environment.
A close-up of a hand holding a barcode scanner and pointing it at a QR code on a screen. The background shows an industrial or logistics setting with shelves and blue plastic boxes. The scene conveys a modern, digitized work environment.
A man in a white polo shirt is standing in front of a shelf filled with blue plastic boxes and is taking out a component—a wheel with a rim. In his other hand, he is holding a gray tray. The setting resembles a modern production or training facility with a well-organized parts warehouse.
An industrial laboratory setting featuring a white robotic arm in motion, working on an electronic assembly. On the table are a model vehicle with exposed components and an orange box containing cables and components. In the background, a monitor displaying control software and a whiteboard are visible.
A modern learning factory with several people working at workstations in a production environment. The hall is equipped with numbered stations, monitors, and storage shelves. In the foreground, a woman in a blue blazer is talking with a colleague, while on the right, a man with a clipboard is gesturing. In the background, another person is working on a whiteboard with process diagrams.

Web Design: Homepage

A white computer screen displaying the website for the “iwb Smart Production Lab” (SPL) at the Technical University of Munich (TUM). The homepage features the SPL logo in blue, a welcome message with the slogan “Shaping the future, step by step,” and a description of the learning factory. Below that is a large image of a modern production environment with a glass-enclosed training unit. In the upper-right corner, navigation links to modules, the learning factory, coaches, “About Us,” and “Booking” are visible.
A white computer screen displaying the website for the “iwb Smart Production Lab” (SPL) at the Technical University of Munich (TUM). The page displays an overview of the four training modules—“Lean,” “Robotics,” “Circular Economy,” and “Digitalization”—each with a brief description and a colored button for more information. Below that is a section on the “Learning Factory” with an explanatory text and several small images showing scenes from the training environment.
A white computer screen displaying the open registration page for the “iwb Smart Production Lab” (SPL) at the Technical University of Munich (TUM). The upper section has a blue background with white text prompting users to register for an individual seminar. Below that is a white button labeled “Register.” At the bottom of the page, the TUM logo, colorful hexagonal design elements, and links to the legal notice, privacy policy, and contact information are visible.

Mobile Views of the Website

An image of three blue smartphones displaying a website for the “iwb Smart Production Lab” at the Technical University of Munich (TUM). The screens of the two phones in the foreground show the home page with the “SPL” logo, a welcome message, and an infographic featuring three colored icons. The third phone in the background displays a photo of a workshop with several people at work.
A smartphone displaying the “iwb Smart Production Lab” website. The screen shows an overview of the training modules titled “The Modules in the Smart Production Lab.” At the top, the “Lean” module is visible, featuring a blue icon of a building and a description. Below it is a blue button labeled “Go to Module.” At the bottom, another module, “Robotics,” with a yellow icon of a robot arm, is partially visible.
A smartphone displaying the “iwb Smart Production Lab” website. The screen shows a page titled “Our Training Concept” and a description of the modular learning system. An infographic in the center connects four modules—“Lean,” “Robotics,” “Digitalization,” and “Circular Economy”—with lines. At the bottom is a blue button labeled “Learn more about the modules at the SPL.”
Mobile view of the TUM iwb Smart Production Lab website
A smartphone displaying the website for the “iwb Smart Production Lab” at the Technical University of Munich (TUM). The screen shows a booking page with a blue background and white text prompting users to book a customized seminar. A white button labeled “Book Now” is centered on the page. At the bottom is the TUM logo with the text “Powered by: TUM.”

Roll-Up

Freestanding roll-up banner for the “iwb Smart Production Lab” (SPL) at the Technical University of Munich (TUM). The design combines a photo of a modern production environment with graphic elements in blue, yellow, and green. The slogan “Shaping the future. Step by step.” is printed in large type. Below it are icons for the training modules “Lean,” “Robotics,” “Digitalization,” and “Circular Economy,” along with a brief description and a QR code.
A roll-up banner for the “Smart Production Lab” (SPL) in an industrial setting. The banner depicts a modern factory layout with metal shelving and conveyor belts in the background. The text “Shaping the future. Step by step.” highlights the themes of Lean, Control & Automation, and the circular economy. Colorful icons and geometric design elements complement the visual concept.
Christoph Ehlers

Your contact person for this project

Christoph Ehlers

Graduate in Communication Design (University of Applied Sciences)

+49 89 54 32 86 577

ehlers@mwimmerdesign.de

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