The new visual language of FUNKE Mediengruppe – Zeitgeist meets timeless
How do you manage to give a media group with over 30 sub-brands and hundreds of product brands a uniform visual language? Quite simply: by finding the balance between contemporary and timeless design and at the same time developing a highly variable corporate design.
The visual identity of FUNKE Mediengruppe follows a uniform design principle throughout the Group, which is made up of firmly defined design parameters. The clear appearance creates a common thread within the individual business areas of the company.
The new image-word mark
Aspects such as legibility and decoding capability in the smallest display sizes had the highest priority in the new de-velopment of the picture word mark. Based on the MetaPro house font, the word mark was newly set and modified with accentuation. The spacing within the logo was optimised and the relationship between the logo and the word mark was redefined.
New image-word mark/
old picture word mark
Introduction of the secondary brand element
Development of a variable layout system
A flexible column grid for all applications
A flexible column grid is the foundation of all design applications. Um Mitarbeiter:innen und externen Dienstleister:innen die Kommunikationsarbeit zu erleichtern und die visuelle Inkonsequenz einzudämmen, wurden für unterschiedlichste Medien und Kanäle Mastertemplates erstellt – beispielsweise für Broschüren, Anzeigen und Präsentationen.
The FUNKE colour world consists of the primary colours FUNKE red, black and white. This colour set is flanked by 5 newly developed secondary colours. Through the additional use of respective colour gradations, a wide-ranging colour world is provided in total.
In selected applications, such as diagrams, the colours to be used are clearly defined.
Natural, exciting, documental – definition of FUNKE Bildwelt
The imagery conveys the company’s identity and aspirations. The FUNKE imagery is characterised by a bright and friendly colour tone. This colour climate supports and strengthens the company in its external presentation. People are an important part of photography. They create closeness and trust.
Photographic stylistic devices such as depth of field, exciting escapes and interesting image reflection provide an au-thentic and modern visual language.
Based on an iconography concept, an exclusive icon set was developed for FUNKE Mediengruppe. Icons are more helpful than ever in the digital age – simplified, they communicate visual content and convey a brand personality through form and colour.
Characteristic of the FUNKE iconography style is a simplified, linear structure with complementary colour accentuation of individual icon elements.
Without the extensive analysis and structuring phase, the development and implementation of such a complex corpo-rate design would not have been possible. Firmly defined sprints, agile work processes and the close exchange with the FUNKE project team were the key to success for the new image.
Illustrations illustrate and explain messages quickly and precisely. They convey complex content in a way that is easy to understand and therefore easier to remember.
With the FUNKE Illustrations World, another level of communication is created. The illustrations are characterised by a colourful design with a focus on the brand colour red and a minimalist style. Complex topics and contents are presented in a simplified way and made visually tangible.
A flat style and a more discreet linear style have been developed, offering added value depending on the medium.
In the design process, photorealistic material can be used as a basis. In this way, the two-dimensional illustrations develop a natural dynamic with simple means.
Graphics and diagrams
The promotional and factual diagrams, flow charts and graphics can be used depending on the application and context. Optionally, a further level of information transfer is created in interaction with illustrations.
CRENEO managed to penetrate the complex brand structure of one of Germany’s largest media houses and, with the help of an extensive brand and design process, created a strong foundation for strengthening the FUNKE umbrella brand. The new, modern and fresh appearance corresponds to the desired future-oriented corporate spirit and lives the motto “We are FUNKE!“.
Head of Brand/Event Coordination & Klartext Verlag