The globally active service company, which operates service centers and IT systems and provides logistics and financial services, needed a name that conveyed its tradition but also aptly described its new direction. The Print (print shops), Services (distribution and logistics), Storage Media (storage media) and Systems (IT and data centers) divisions were to be united under the new brand name.

Particularly important were the international registrability as a word mark, the availability of the desired country domains and an error-free pronunciation as well as the exclusion of any negative connotations in 40 countries. As Bertelsmann's division employs more than 70,000 people worldwide, the multilingual claim was particularly important. The new name was also intended to unite the various divisions and no longer express just one of them: Customer Services, Outsourcing, Media Supplies, Mobile Phones and Game Consoles, Communications or Call Center and, as before, Printing.

With Arvato, all requirements were met and a powerful brand story was created. As an acronym of the Latin word "ars" for art and the anchors "va" for variation, "t" for technology and "o" for organization, the result is a coherent and expressive name.

Arvato is a brand with history, presence and character - and a name that conveys all this without appearing contrived.