Tobias Grau
The brand ‘Tobias Grau’ has, since 2021/2023, been shortened to simply GRAU. This is not a mistake—it’s a deliberate strategic decision.
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Generational shift: In 2021, Tobias’s sons, Timon and Melchior Grau, took over the creative leadership from their father. In 2023, the company was officially transformed into Grau GmbH.
New brand positioning: The name ‘Tobias Grau’ referred to a single individual, whereas the brothers now represent an interdisciplinary creative community. The new name GRAU is more compact, gender-neutral, and symbolizes their vision of collaboration, art, and technology.
Visual and mission reinterpretation: With the rebranding, they introduced a new logo, visual language, and typography. The brand now focuses not only on functional lighting, but aims to promote emotional experiences and well-being through light—summed up in their mission: “Activate what makes us human.”
In short: the brand is no longer named after its founder, but the new name GRAU reflects a younger generation, broader collaboration, and a renewed artistic and technological approach to lighting design.
