gefma – German Facility Management Association (Deutscher Verband für Facility Management) has been connecting service providers and users of facility management solutions for more than 30 years – as a value-added network with over 1,000 member companies.
The association accompanies the development of the facility management sector and its members as an industry-shaping institution of a grown and further growing market with more than 10 billion euros gross value added – and thus a share of about 4.5% of the German gross domestic product – with established guidelines and certificates as well as creative services. In the course of its strategic realignment, gefma is focusing in particular on the key future topics of digitization, sustainability, education and knowledge.
After a successful pitch process, Truffle Bay was commissioned to modernize the brand identity and in particular the gefma logo in order to visually express the further development of Germany’s largest industry association for facility management and of the industry in general.
Insight: Brand analysis, Strategic analysis, Market analysis
Identity: Corporate & brand design, Brand & design management
Experience: Internal branding, Brand implementation, Print media, Digital design
In order to reflect the association's role as the umbrella for the industry, the logo conveys clarity and confidence on the one hand, and modernity and individuality on the other. To this end, the wordmark was designed in a simple and timeless grotesque font with distinctive elements. The lower case lends the wordmark a contemporary and at the same time friendly and unpretentious character. The »fm« ligature uses slab serifs to elegantly emphasize the association's focus – facility management – and can also be used as a shortened version of the wordmark, for example in social media.
Jürgen Schneider, Managing Director gefma
CORPORATE DESIGN DEVELOPMENT
The basic elements: timelessly modern
The gefma color scheme is characterized by a bright blue spectrum that expresses reliability, quality and seriousness as well as modernity. The different shades of blue offer variability in design and stand for the diversity of the industry, which the association unites and connects: users, providers and politics. The color palette is complemented by a bright green, which picks up on the themes of sustainability and digitization, which are of course also of great importance in facility management.
The flexible Roboto as a corporate font offers the possibility of mixing serif and sans serif typefaces and complements gefma's overall contemporary look. The pictogram language maintains the brand's simple but up-to-date style and visualizes the association's diverse topics.
Truffle Bay is an owner-managed, integrated strategic brand consulting and design agency based in Munich. With clarity and creativity we help ambitious companies and entrepreneurs to discover, define, design and bring to life their unique identity – to create strong brands as the compass and catalyst of entrepreneurial change processes as well as attractive and differentiating brand experiences to win and retain customers and employees.
Truffle Bay is a member of bvik – Bundesverband Industrie Kommunikation e.V. Test
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