IFH KÖLN
From a website relaunch to a sharper brand
IFH KÖLN is an institute for retail research. Its umbrella brand also covers the sub-brands ECC KÖLN and IFH FÖRDERER.
The starting point was an upcoming website relaunch, as the site's technical foundation was at risk of becoming outdated. IFH KÖLN decided to rebuild the website technically, editorially and visually, and to put the brand and its visual identity to the test along the way.
From brand profile to templates
Brand profile
Together with IFH KÖLN, we sharpened and modernized the brand profile. Five brand values describe how the institute comes across: practical, industry-savvy, collaborative, well-founded and likeable. Four terms were added for the look and feel: stable, bright, friendly and human.
Brand architecture
A new brand architecture clarifies how ECC KÖLN and IFH FÖRDERER relate to the umbrella brand. All three brands share the same lettering style and differ in color: dark blue for IFH KÖLN, light blue for ECC KÖLN, green for IFH FÖRDERER. Each brand stays recognizable, and the family ties are visible at first glance.
Visual identity
The wordmark comes in horizontal and stacked versions and with the claim “Erfolgreich im Handeln”. The color palette builds on two brand colors, IFH Blue and IFH Light Blue. Secondary colors are added for charts, for example in studies and industry reports, and for user interfaces.
Website and applications
For the new website, the focus was on online marketing and search engine optimization, so that it works as a tool for winning new business. We also carried the new visual identity over to business cards, presentation and Word templates, roll-up banners, social media and brochures. The relaunch of the ECC Forum was part of the project, too.
First understand precisely, then plan with foresight and finally implement technically. Simon not only helped us find our own path in terms of how we see ourselves, but, building on that, also helped us bring our website to life with our sometimes very specific requirements: the result was a great project and valuable outside support.
