The Alexander Bürkle company, founded in 1900, has recently made an ambitious transformation from an electrical wholesaler into a customer-focused technology service provider. To reflect the significance of this change, a new brand design was needed. Placing the network as the key visual, it symbolises the connection of internal competencies with customers, and the creation of a partner network. The new logo, inspired by a start button, expresses the importance of rethinking everything. The new identity is strengthened by the bold use of black, red and white, building a bridge between humans and technology. The Texta Alt typeface adds to the flexible corporate design kit, bringing a playful approach to communication.