The business areas of the Funke Mediengruppe media group are many and varied: the company publishes daily newspapers, offers digital products, owns printing houses and operates radio stations. Within this group structure, the magazines division wanted to reposition itself with a unique visual concept. The challenge was to develop a unique brand identity.


To begin with, K16 compiled the key messages for the brand. The research and analysis formed the basis for a corporate design concept. The main points were to be emphasized with individuality and innovation. It was decided during the conceptual stage to make the brand visible in all the design elements. The rich diversity of the print portfolio should also be reflected in the corporate design.


We repositioned the magazine division with an independent colour palette and smart imagery. The arrow logo became a key element: we created the stylised image of a magazine from this basic shape, for example. Several of these simplified shapes arranged on top of one another eventually resulted in the key visual that can be used in many different ways. The brand identity was interesting and versatile, yet always compelling.

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