Franz Hof

Brand relaunch & type design –
Freedom to form

Since 1960, the family-owned company HOF is an innovative expert in sheet metal forming, stamping, laser cutting, and welding. To set an example in a traditional market, we were tasked with creating a new visual identity for the brand.

Design & Development
Corporate Design
Type Design
UI Design
Development

Awards

Black T-shirt with graphic design on the back and text “Freedom to form.” in an industrial setting.

An experimental type design
64 logo versions

Since at HOF “everything is possible,” a custom type design was developed, which was inspired by the company’s production processes. This typeface now forms the foundation for 64 different logo options and powerful headlines. Just like the company’s progress and capabilities, the logo continues to evolve.

The idea

The brand values individuality, precision, courage, and personalization inspired us to create a highly flexible, unique visual identity for HOF. We developed an individual type design, which was inspired by the production processes.

The solution

Four new corporate fonts represent the brand’s new values. The distinctive letters shape the entire communication and are unified by the minimalist black-and-white color scheme. The combination of the four fonts in the logo allows for 64 bold variations, symbolizing a company in constant motion. Complementing the type design, a new icon and avatar set was developed and animated.

The function

All corporate fonts are built on a grid system and are compatible with each other. This enables the company to experiment with the stylistic elements individually and further develop its visual communication . The dynamic spirit of HOF is expressed through animated icons, and the team is represented through employee portraits, adding a personal touch to the brand.

Product-related type design with a metal piece and four different corporate fonts in black and white.

Poster with a stylized face, underneath which is the word “WELCOME” on a gray background.

Attention and identification
Change perceptible everywhere

The simplicity of the color and shape of the new type design, and the possibility of further developing the modular system, give the brand a sustainable appearance. This attracts a lot of attention and fosters a strong sense of internal identification. Employees proudly represent the new brand, which has already contributed to attracting skilled professionals, trainees, and new clients.

Graphic with stylized text elements and several metallic components on a black background.

Two brown packages with graphic symbols and text.

A laptop displaying a minimalist website design in black and white. The screen shows text and geometric shapes, conveying a modern, clean aesthetic.

It's remarkable how well the typography, inspired by the company’s core business, works and makes the design unique. A cohesive brand concept, developed directly from within the company, with a unique corporate design that comprehensibly represents the core values individuality, precision, courage, and personalization in its own unmistakable identity.
Jury | German Brand Award

Change takes courage
Multiple awards

The courage of our client, Franz Hof, is rewarded, as the coherent concept not only convinces new business partners and professionals but also impressed various juries of corporate design awards. The new brand has received an ADC Nail, the Corporate Design Award 2023, and further awards at the German Brand Award and the ED-Awards.