Into the future with a new corporate design

published on: 26.07.2017

For its 25th anniversary, the company W.AG Funktion + Design GmbH is relaunching the company logo

Having started with the development phase in October 2016 and reaching the final on 24/07/2017, the new corporate design of the plastic case manufacturer W.AG Funktion + Design GmbH is quite impressive. In recent months, numerous project meetings were held to work on the evolution of the previous W.AG logo in collaboration with the Fulda advertising agency fritschundfreunde.

Managing Director, Konrad Goldbach, was delighted to finally present the new logo to the public, “with the experience and skill set of fritschundfreunde, we had tasked ourselves with recreating our W.AG logo to make it fit for the future. For us it was important that our mind set, which is always directed at the future, was made visible. Nevertheless, elementary components of the previous logo were to remain visible. We wanted to join the present and future in a new logo.


The agency fritschundfreunde GmbH had the interesting task of creating a visual of the evolution of the brand with existing elements, and developing the logo to a new level. “After we had identified the core values of the W.AG brand with the project team, we started with the existing word mark and developed the visual step by step”, says Dipl. Designer Harald Jürgen Fritsch, Managing Director of fritschundfreunde GmbH. “The new word mark consists of three harmoniously aligned letters in red and black, with the red “W” intended to visualise W.AG’s way of speaking. The colour selection since is not a coincidence: while black radiates classic sophistication and modernity, the bright red signals passion and motivation. The linear style interprets the planning and design behind the W.AG products.

“FUNKTION + DESIGN” is the subline of the word mark and is to consciously represent the foundation of W.AG, as these two disciplines represent the core of our work as a plastic case manufacturer”, emphasises Markus Glotzbach, Marketing Manager of W.AG, adding that “Mr. Fritsch and his team also suggested that we establish a design mark, with which our company can be directly associated”. W.AG’s new design mark illustrates a stylised case and will in future be used as a recurring design element.


The slogan of the plastic case manufacturer has also been adapted to the company’s current mind set: the slogan “case ideas for your success” was changed to “added value in perfection”. The new slogan does not only describe the self-image and aspiration, but also the value added to the customer’s product, which is clearly enhanced with a perfectly fitting, stylish storage and transport case. In addition, the refreshed slogan is linked to the “funktion + design” part of the name, which has always been the basis of W.AG.

“We are very satisfied with our new corporate design and can clearly distinguish ourselves from our competitors with our strong word-design mark”, says Markus Glotzbach. “With our new slogan, internally communicated to our employees as “creating value”, we as a medium-sized company can focus on our joint path into the future”.