The Deutsche Fachpresse (German Association of Business Media) represents the interests of 350 affiliated publishers with 3,900 titles. It provides a forum and offers opportunities for its members to exchange experiences and become familiar with alternative points of view. Q was asked to renew the Corporate Design of the Deutsche Fachpresse and apply it to all relevant communication media.
As a symbol for printed material, the old logotype depicted fanned out papers. But the publishing houses of the Deutsche Fachpresse offer more than printed material; in recent years, digital channels have opened up important sales fields as well. Therefore, we decided to detach the branding from paper. It’s not the material carrying the information, but the information itself that makes a business medium a business medium. In our creative solution for the brand relaunch, we kept the primary yellow color for brand recognition. The key graphic elements are connected frames, symbolizing networking – the most important service of the Deutsche Fachpresse. The yellow frames appear throughout and are filled – in an analogy to the multifaceted market of special-interest media – with different content.
This approach is particularly apparent in the redesigned Letter, the Deutsche Fachpresse magazine that is sent out to its members four times a year. After the identity relaunch, Q was retained to create each issue of Letter.
Important themes play an important role in Letter. To direct the readers’ attention to the often trend-oriented topics, Q creates individual photographic series.
Even publications without photos and digital material (like the Yellow Papers) are obviously consistent with the new design. The Yellow Papers frequently inform Deutsche Fachpresse members about industry topics. It is published only digitally and differentiates itself from Letter magazine.
Also consistent with the new look: the Deutsche Fachpresse Award, varnished in Yellow, which is presented each year to the most successful business media and business journalists. This award was created in collaboration with Neue Freunde in Frankfurt.
All relevant requirements of the new corporate design can be found in the design manual. It lists not only rules and limitations, but also emphasizes the brand's positioning and consistent application of the brand appearance.
Clear type, clear colors, no falderal – this was requested by our client. It was an easy requirement to satisfy, since it matches our no-frills design approach.