On hares and ears
The Crespel & Deiters logo …
The group has a central element: the three hares. The motif’s roots date back to 600 AD in the China of the Tang dynasty and around the 12th century on fragments from central Asia and the Middle East. The three hares also appear across different religions in Europe around this time, on ceramics and textiles and in metalwork and church windows.
The sign of strength
In 1899, the founder of Crespel & Deiters felt inspired by this sacred, spiritual and artistic motif, and soon began to use it as his corporate image. This logo from henceforth became a symbol of the company’s products and was registered and protected with the Imperial Patent Office as a trademark, with the wording ‘Three Hares’. Since then, it has been a visual expression of the consistent brand and quality strategy.
For a long time, the German version of the ‘Three hares and three ears yet each hare has its own two ears’ rhyme accompanied the logo to reinforce the unity and joint strength coupled with individual expertise. Today, the brand is defined by the hares alone.
Symbolism with tradition
The three hares have served as a strong expression of the Crespel & Deiters brand for almost 120 years now. The logo was and is used everywhere where it needs to act as the face of the company, both internally and externally. As well as appearing on company equipment, the building and in numerous promotional media, the logo is also used on packaging. It is here in particular that it gives Crespel & Deiters products identity in an appealing and individual way, and symbolises the brand’s claim. The logo has always been subject to the vagaries of time and so has developed and adapted, both visually and in terms of content.
Today, the three hares of the Crespel & Deiters Group symbolise speed in meeting new demands and its link to nature. They are the symbol of the strength and reliability of this fifth generation owner-managed company, and of regard for others.
Further development of the logo by reducing and opening it up to serve as an umbrella brand in conveying the values to the established corporate divisions and ensure consistency in existing markets: