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Fontaine Engineering and Machinery GmbH
Fontaine Engineering und Maschinen GmbH, FOEN® for short, is the world market leader for continuous galvanizing plants and has been shaping the steel industry for over 55 years.
The aim was to make this technological leadership visible in the brand image as well. Together, we developed a comprehensive rebrand with a new logo, a sharpened claim, a clear color scheme — in short: a fresh corporate design. We then redesigned the website from scratch and consistently transferred the new brand identity to the digital space.
A key aspect of the rebranding was the further development of the word and design mark. The aim was to position FOEN®'s leading technological role more clearly, more precisely and internationally connectable.
We deliberately took a careful approach to the logo redesign in order to maintain the tradition. The new word mark is also deliberately reduced to the essentials. The concise logo was sharpened, formally more clearly defined and transformed into a distinctive, self-confident typography. The lines appear more technical, precise and at the same time more dynamic.
The new claim “Shaping Galvanizing Standards” conveys leadership, design expertise and industry responsibility in a clear, internationally understandable way. It does not position FOEN® as a competitor in the market, but as a benchmark.
By adapting the color and image world, we further sharpened the visual identity. The characteristic Fontaine blue in combination with distinctive accent yellow as well as shades of gray and anthracite create a powerful, technical and at the same time modern appearance with a high level of recognition value.
The new world of images underlines this claim and focuses on clear perspectives, precision and a stronger presentation of technological expertise. In this way, the FOEN® brand spirit is consistently conveyed not only linguistically but also visually.
These core elements, anchored in a completely revised corporate design, formed the strategic and visual basis for consistently rethinking the FOEN® brand, including digitally.
With the new corporate design as a basis, the FOEN® website was redesigned. The architecture was revamped and content was rebuilt, from texts and images to animations. A revised navigation logic ensures clear orientation and short routes to relevant information. Performance, responsiveness, and scalability were taken into account from the very beginning.
From conception to design and content to technical implementation and launch, the new website was created entirely in-house. In this way, strategy, creation and programming were seamlessly intertwined and a consistent, sustainable digital brand presence could be realized from a single source.
