A strong

brand.
“A company’s Foreword
strength lies in
its brand.”

To all members
of staff,
a company’s strength lies in its brand. This is For now, it is important to apply our new
true for the fischer brand too. It is based on our corporate design consistently and to adhere to
corporate philosophy and stands as a key its guidelines worldwide. This will ensure that our
addition to our company values: fischer brand continues to be successful in the
innovation – accountability – reliability. future.

I am often asked about our brand. These Yours,

conversations show how well-known it is and the Klaus Fischer
positive impact that it has on our customers.
Our brand core “Set up strong for tomorrow”
goes very well with this.

Our fischer brand forms the basis for a lasting

customer experience that is standardised across
the globe. It helps to design customer processes
more efficiently. The new corporate design
expresses how we are positioning our brand.
It also demonstrates how well our fischer brand
is set up to cope with the digital future.

3
2 3
Our
brand.

Together with its associated values, fischer is a strong brand that people are
a brand provides a sense of purpose. familiar with, associate with quality, and in
The brand evokes images and emotions, which they trust. It is extremely valuable
and exemplifies what the company stands for the success of our company. Our brand
for. A consistent look makes a brand distinguishes us from the competition and
authentic and relevant. It creates facilitates a high level of recognition of our
sympathy and builds a unique identity. products and services on the market.
Brands need to be looked after and
developed too. Both continuity and
innovation are vital to the success of
brands and are practised continually by
fischer.

4 5
The brand as We define strength.
The fischer brand wheel.
an expression
of our corporate
philosophy. Understand

le

sm
ina

art
susta
Set up
strong for
tomorrow

r
ee
Tru
The fischer brand is an expression of our

on
t s
le a din g

Pi
corporate philosophy and stands as a key
addition to our company values:
innovation – accountability – reliability.
It addresses the needs of our customers and
uses emotive language to show what we do,
how we differ from our competitors and what
fischer stands for.

Together with the corporate philosophy, the Our brand is defined by a brand The brand wheel forms the
brand creates the foundation for our actions wheel. It comprises three common foundation for all
across all sectors of the company. It is important levels, which build upon one corporate divisions.
for all members of staff. another.

6 7
What is strength? These are our
strengths.
The brand core is the center of the fischer brand: The four dimensions of the brand core:
Set up strong for tomorrow.

Set up
strong for
tomorrow
Strength is the force that sits within the large
and the small, the force that moves and
changes everything - but also connects and
holds things together.
Strong are people who have solutions, who 1. Performance strength 3. Empowerment strength
come together to achieve something great. We excite our customers with Our ideas and solutions help
Strong are those who give others peace and strong solutions. our customers and retailers
strength and think today about tomorrow. to be a strong partner for their
Strong is who provides safety and a secure customers.
hold, the one that takes responsibility for the
future, so that others can too. 2. Relationship strength 4. Market strength
Strong is who creates something that lasts. We are a strong partner to our We are a strong player in the
Strong is a vision that sets standards customers and stand firmly by market.
worldwide and re-invents tomorrow. their side.

8 9
10 11
A brand that leads Understand We know and understand the needs of Smart Excited and impressed customers.
The brand drivers define the central driving
our customers. forces behind our market success. ··
·· ·· fischer ...

the way.
·· fischer ... ·· is there to quickly help at all times.
·· builds upon its good relationship with ·· develops solutions which are simple and
customers and encourages dialogue. inventive.

fischer’s brand
·· anticipates the needs of customers and ·· acts in all processes with the customer’s
knows what creates added value. best interest at heart.
·· is a strong local partner all over the world.

drivers and brand

Understand
Sustainable Effective solutions that make a lasting
Pioneer We develop innovations with a clear impact.

values.
added-value. ··
··
le ·· fischer ...

sm
ina
·· fischer ... ·· is a family company and has been

art
susta
·· is a pioneer in the market, using the latest well-positioned in business for decades.
technologies. Set up ·· is a true manufacturer offering research
·· looks to collaborate with innovative and strong for and development, production and sales
Together with our customers, ··
agile partners.
is faster and more flexible than the
tomorrow ··
from the one source.
is a partner caring strongly for people
retailers and partners, we create competition. and the environment.

r
·· makes decisions for tomorrow and

ee
the strength. Our products, services

Tru
beyond.

on
s
Trust We take responsibility, give security
and specialists are setting global

t
le a din g

Pi
and support. Leading Setting global standards for
benchmarks when it comes to ·· processes, services and products.
·· fischer ... ··
quality and expertise. We are ·· impresses with its expert technical ·· fischer ...
support. ·· believes in continuous improvement and
leading the way with innovative and ·· fulfils its promises and can be relied sets new standards in the market.
sustainable solutions, so that both ··
upon to provide a good feeling.
cultivates an open and genuine
·· is number one when it comes to
quality and availability.
fischer and our customers are set communication. The brand values characterise the fischer ·· touches people’s emotions with its
·· relies on committed and long-lasting brand and describe how the company thinks, unique brand experiences.
up strong for the future. partnerships. feels and acts.

12 13 14 15
A strong brand That is why our corporate design is
smart, leading and sustainable – just like

needs a strong
our brand – and gives it a distinctive look.

appearance. The fischer corporate design follows the

Kaizen Principle: continuous improvement,
simplification and minimising waste –
a concept that is a key part of the fischer
ProcessSystem.
The corporate design has been revised to
provide our customers with a consistent
and unified brand experience.
It purposefully avoids elaborate effects and
instead focuses on the essential. The aim:
to be more visible in the saturated digital
world and to simplify its usage.

16 17
Seen, noticed,
recognised:
The fischer logo is
the figurehead of
our brand.
Our logo comprises two elements: the fischer wordmark and the
figurative mark – the fish. Together they form a distinctive logo,
which is generally shown as one single unit (word-figurative
mark).

The fischer logo has a high recognition value. That removed from the logo. In addition, the logo
is why the formative elements – like the wordmark version on a red background will be primarily
and the fish with the signature – remain next to used; this serves to increase the visibility of the
each other. In order to future-proof the logo, it has brand - especially in a digital context.
been simiplified and the brand claim has been

18 19
Give the
Brand colours
The fischer colour palette is
distinguished by its clear and
bold colours. fischer red is the
element that defines the brand.

brand strength
a face.

Aa
Our corporate design is based on a modular corporate design provides sufficient flexibility to
principle and is easy to use. Clear rules ensure fulfil the varying requirements of different markets
that the brand is used uniformly and thus help and media. It is valid for the entire fischer group
to ensure its recognition. On the other hand, the of companies.

Regular Semi Bold

Aa Bb Cc Dd Ee Ff Aa Bb Cc Dd Ee Ff
Gg Hh Ii Jj Kk Ll Mm Gg Hh Ii Jj Kk Ll Mm Corporate font
Nn Oo Pp Qq Rr Ss Nn Oo Pp Qq Rr Ss The font supports 250 languages
Brand architecture (Latin, Cyrillic or Arabic) and has been
The brand architecture structures and unifies the Tt Uu Vv Ww Xx Yy Zz Tt Uu Vv Ww Xx Yy Zz optimised for use in digital media and
brand portfolio in terms of content and form. As
such, it strengthens the cross-sector visibility of
1234567890 1234567890 in print media – as such it guarantees
a consistent brand appearance across
the brand. ! ? % & “„ # * - + > ) @ ! ? % & “„ # * - + > ) @ various media and national borders.

20 21
Brand strength at Picture style
The visual language is clear and pragmatic.
The content of images can range from

all levels.
functional, technical drawings to emotional
images.

The fischer brand makes an impression as it Through the consistent combination of the brand
follows a simple design principle: clear, clean and space, layout and picture style, it is possible to
with a lasting effect. create a distinctive and strong appearance for
every touch point with the brand.

V1 V2 V3 V4

Key visual

Price list. Catalogue.

Fixing systems for
No 60/19. the electrical trade.
Brand space
The logo area provides the stage for the brand and
its messages. It can be adapted to the medium and
format.

01.09.2019 Company presentation Page 11

Klaus Fischer

47
Professor E.h., Senator E.h. E.h. fischer holding GmbH & Co. KG

Company presentation. Dipl.-Ing. (FH)

Inhaber, Vorsitzender der Holding
Klaus-Fischer-Straße 1
72178 Waldachtal, Germany
fischer group of companies. subsidiaries. und Vorsitzender des Beirats der
Unternehmensgruppe fischer

T +49 7443 12 – 4228

F +49 7443 12 – 4400
[email protected] fischer.group

Innovation
Founded in the Black Forest –
Business equipment for our clients.
worldwide successful.
For fischer, innovation is more than the sum of all patents.
We are open to new ideas and prepared for change – with
the constant objective to offer our clients the greatest
possible advantages. We have succeeded in this for about
01.09.2019 Company presentation Page 14 01.09.2019 Company presentation Page 17
70 years and: now have five divisions, 47 subsidiaries and
distribution in over 100 countries. www.fischer.group

»The fischer group The family

of companies takes business.

Literature
Advantages.
its ethos from the
Fischer family and
is primarily led by
a member of this
family.« · Leadership and capital
· Direct and short decision-making procedures
· Time for development
· Face-to-face contact between owner and
employees
· Global thinking and action, local presence

thyssenkrupp test tower fischer philosophy

Rottweil, Germany

01.09.2019 Company presentation Page 27 01.09.2019 Company presentation Page 30

We train... fischer sustainability compass “Sustainable corporate action is

responsible action that aspires to
long-term economic success in
Sa
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PowerPoint slides Clothing Vehicle lettering

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