2 minute read
NEW BRAND IDENTITY | FRANKE
FRANKE UNVEILS NEW BRAND IDENTITY
“Franke transforms change into opportunities for a better living.” With this brand promise in mind, the acclaimed manufacturer of solutions for residential kitchens, professional system catering and professional coffee preparation is launching its future look and brand identity. Since September 13, 2022, Franke has been rolling out this new appearance on its website and across all communication touchpoints.
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“Change is the only constant in life.” For Franke, the brand philosophy means intelligently seeking out new ways to face constant change – together with customers and partners. To achieve this, the company marries its extensive engineering expertise with state-of-the-art technology and functional aesthetics, as well as integrated services and innovative solutions. In short: “Franke transforms change into opportunities for a better living.”
WHERE TRADITIONAL MEETS FORWARDTHINKING
In order to steadfastly pursue this brand purpose through all areas of the company, Franke has developed a brand identity that will be gradually visible on all platforms, such as the updated website, and in all marketing communication. The role of design here is to express this newly developed brand positioning by means of a visual identity.
Remaining true to the principle “reassured and excited”, the future design is dynamic, flexible and contemporary, boasting fresh
Top Image: The Franke website bolsters the brand positioning in the new design
Left & opposite page Images: The new Franke brand image comes to life in a fresh, contemporary designs
colors, clean lines and clear symbols. Whilst evoking memories of its predecessor, the updated Franke logo appears in a bold “Vibrant Red” tone, an evolution of the current brand color for greater precision and adaptability.
The flexible layout incorporates a new, dynamic “Antarctica” font that is effective at conveying the message of constant change.
It also allows for a variety of combinations of design elements that can be subtle or bold, precise or dynamic, elegant or emotional, depending on the communication channel in question.
Following more than six months of development, one of Franke's most important channels – its website, franke. com, is making its debut appearance in the new design, adding weight to the brand positioning. Its design has very a readable display which is optimised for use on a variety of end devices and is intended to improve user experience. On the redesigned website, users can find extensive information on the Franke Group and its three divisions, as well as all the documents and information they might need relating to products and services.
“The new branding is more than just an updated look for the Franke Group: We relish change as it results in improvement and our new brand positioning conveys this important message. We boldly push the boundaries and drive forward innovations, so that we are remain at the forefront. We always strive to present the best possible ideas and solutions to respond to our customers' ever-changing needs and our new design is a clear expression of this ambition,” explains Patrik Wohlhauser, CEO of the Franke Group.
www.franke.com
