Muller Martini machines are now all the same new color: Laserblue. This has created a special look which is unmistakably that of Muller Martini. The Laserblue color was “invented” by the industrial designer Martin R. Bloch.

Muller Martini machines presented at drupa will be in the new unique Laserblue color. As the designer, you were decisively involved in the development of this color. How did you arrive at Laserblue?
Martin R. Bloch*: Laserblue was the result of a decision-making process that went through several stages involving representatives from corporate engineering and marketing management from Muller Martini, as well as external experts. It was important to us that not only the core values and history, but also the vision and the future of Muller Martini were reflected in the new color.

How do you proceed when seeking a color on behalf of a client?
The client's ideas and objectives are the key. It is our job to give the business a clear profile with the new color. The color and the design must communicate the qualities that are typical of the company - clearly and perceptibly to anyone within a fraction of a second. Another very important point: The color must not trigger any negative associations and must work in any cultural environment. Blue makes a positive impression throughout the world.

What are the positive characteristics you associate with Laserblue?
Laserblue is a red-toned light blue - a warm blue. You can compare it to the color of the sky. The color stands for renewal, for freshness and reliability. In advertising, the color blue is becoming a symbol of innovation and sustainability. Also, blue is the favorite color of people in many cultures. It creates trust and certainty.

What were the factors that finally made you decide in favor of Laserblue?
In addition to the psychological considerations, there are many rational reasons for choosing Laserblue. The freshness and uniqueness of the color and its intensity convinced us. A big advantage is that the shade looks good in any light situation - candlelight, neon light or daylight and LED lighting. The relationship to the colors of the Muller Martini logo also played a key role. And there is another advantage that customers will enjoy which should not be underestimated: It is harder to see dirt or marks - this applies to both light and dark dust.

What advantages are there to be had in focusing on one single color?
A monochrome color scheme fosters a clear image that stands apart from the rest of the market. For the Muller Martini brand, Laserblue is a clear, proud statement for the future.

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*Martin R. Bloch, is the proprietor of the design agency Bloch Burbach Associates AG which has offices in Zurich and Toronto. He is a qualified Industrial Designer and holds a Swiss federal certificate in construction management. He teaches at several universities and is a board member of the Swiss Design Association.