“Courage and humility” is Arne Klein’s motto. He founded his first company – a snowboard label – with his brother while still at school. After studying Business Administration in Bamberg and working in sports marketing, Klein set up the full-service agency rotor°Mediengruppe in Berlin in 1998, which subsequently fell victim to the dot-com bubble in the early 2000s.
“In 2005, I had the great fortune of meeting Jochen Pläcking and founded the brand consultancy kleinundpläcking with him,” recalls Arne Klein. As Global Head of Marketing for Mercedes-Benz, Pläcking introduced the typeface Corporate as a house typeface in 1990 and it still shapes the brand’s visual identity today. If anyone knows the power of typography and typefaces in branding, it is Jochen Pläcking, who now grows olives in Italy.
His DNA continues to shape the values of kleinundpläcking (K’UP), which has evolved from a brand consultancy to a strategic management consultancy and is dedicated to the urgent issues of this time: sustainability, trust, authenticity. The agency’s decision to strengthen their own profile with a contemporary, neo-grotesque typeface, namely Case – which was developed in 2020 by Erik Spiekermann, Anja Meiners and Ralph du Carrois, chimes with kleinundpläcking’s core values.
On the website of kleinundpläcking Case is used in Regular and Bold. In typographic animations and zoom effects, it shows its strength in terms of readability and clarity.