Feldkern
Brand Identity & Strategy
A third-generation precision-tooling manufacturer, handed to a new generation just as its customer base turned international — on an identity that still read like a regional supplier.
The problem
Feldkern is a fictional, third-generation precision-tooling manufacturer in the Rhein-Main region, supplying automotive and machine-building customers. The founding family was handing the company to a third generation at the same moment Feldkern started selling to international, not only domestic, automotive suppliers. The existing identity — a 1990s wordmark with no documented visual system — read as too small and too local for the company Feldkern had actually become. In an industrial-B2B sales conversation, a dated identity doesn't just look old; it quietly raises doubt about whether the company can be trusted with a bigger, more technical contract.
Discipline demonstrated
Specimen panels: a type/colour specimen sheet and an application grid (trade-fair panel, technical document header, business card) standing in for additional photography.
01
Positioning first.
The brief started with a single sentence — what Feldkern's precision actually means to a buyer choosing between suppliers — argued and rewritten before any mark was sketched.
Specimen panels: a type/colour specimen sheet and an application grid (trade-fair panel, technical document header, business card) standing in for additional photography.
02
Identity system.
A mark, type and colour system built to work as well on a technical datasheet and a trade-fair stand as on a business card — the two environments where industrial buyers actually encounter a supplier's brand.
Specimen panels: a type/colour specimen sheet and an application grid (trade-fair panel, technical document header, business card) standing in for additional photography.
03
Guidelines for an engineering-literal audience.
Documentation written the way Feldkern's own technical drawings are written: precise, unambiguous, no room for a well-meaning colleague to "interpret" the logo at the wrong size.