As a machine designer, Jürgen Schmid is jointly responsible for the corporate industrial design at Wöhner. In addition to the MOTUS®C14, which has won several awards in renowned design competitions, the CrossMT also comes from his design forge.


What is industrial design for you and what benefits does it bring to both the customer and the company?

Jürgen Schmid: Corporate industrial design is a visual expression of the corporate culture and thus an instrument that creates recognition among customers. This is especially true when product design is applied across the entire portfolio.

The trust in quality and reliability that the customer associates with one product is thus transferred to each other. This design consistency requires a great deal of effort on the part of both Wöhner and the designers. But it is precisely this uniformity that conveys reliability and is therefore a strategic component for long-term success.


How did the integration into the existing Wöhner design language take place when you started working with Wöhner six years ago?

Jürgen Schmid:
Strong elements such as colours, shapes and materials, as well as the Wöhner logo, were taken over from the predecessor portfolio, transferred to a new design generation and further developed. Our goal was to achieve design progress, to get to the ‚next level‘.


How could this be implemented in the MOTUS®C14, for example?

Jürgen Schmid: When designing the MOTUS®C14, it was essential to make the uniquely forward-looking innovative power of the new technology and the Wöhner company visible in the product and to integrate it seamlessly into the product line.

For the first time, the case is made of a subtly translucent plastic, which gives an idea of the new and fascinating C14 technology.  A matt surface with an embossed structure, a large-area, high-contrast printing, a transparent Wöhner blue lens, as well as the extraordinary refraction of light through asymmetrical edges and the faceted shape of the lens give the MOTUS®C14 a high level of recognition.


What can customers expect in the future in terms of design in the Wöhner portfolio?

Jürgen Schmid:
Together with Wöhner's management, we defined a roof design strategy and decided what the products would look like in the future and what features they would be equipped with. The decisive question was what the customer remembers and what he associates with Wöhner.

User recognition is developed from the company's philosophy. Special shapes such as bevels, edge gradients or certain colors, such as the semi-transparent Wöhner blue in the area of interaction between product and user, lead to a targeted design development.

The design has to stay up-to-date for years, that's the big challenge. We have to make targeted and maximum use of the corridor in which we are moving. In this way, we create a uniqueness of the product that sets us apart from the competition and reflects the company's DNA.


What are the challenges that you will have to adapt to in the future and integrate into your work?

Jürgen Schmid:
There is a whole bunch of factors that have to meet increasingly complex requirements and meet technical specifications: material, user interface, service and ease of use, to name just a few. We have to identify the various factors and bring them together with the developers in the design.

The design must be precisely tailored to the company, the market and the requirements of the future. An arbitrary design, the success of which is short-lived, is not the claim. Rather, the design must be a well-thought-out solution in all directions and clearly point to Wöhner. 

The design development must therefore take place through the entire logic of the product. From the application, manufacturability to the cost structure in development, design and production, we are deeply integrated into the internal processes at Wöhner in order to achieve targeted design development. We need to see the consequences before they manifest themselves. In this way, we can firmly establish a future-proof appearance.

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