New Corporate Design for the DGFP
20.1.2026
The DGFP is investing in a well-considered corporate design – we are supporting the design process.
The Deutsche Gesellschaft für Personalführung (DGFP) is one of the central institutions in German human resources – for more than 70 years it has been committed to excellent HR work and a modern understanding of collaboration in organisations. To underline this role more consistently and clearly in terms of design as well, we were given the opportunity to further develop the DGFP's brand presence.
The starting point was the relaunch of the website. Building on this step, we reviewed and sharpened the existing visual identity together with the DGFP marketing team and transferred it into a more professional design framework. The focus was not on a repositioning, but on the consistent design development and refinement of the existing brand presence, with the aim of bringing together existing strengths in design terms and carrying them forward consistently.
Consistent Design for Professional Brand Visibility
The focus was on the systematic continuation of existing design approaches – for example through the clear definition of a key visual, which has now been developed into a unifying, brand-defining element and ensures recognisability through consistent use across different media. The existing house typeface was also complemented by a distinctive headline typography, which will provide more clarity and visual impact in future.
The pictogram world has also been further developed: the new visual language takes up elements of the logo and fits harmoniously into the overall picture. This creates a flexible toolkit that visually supports the DGFP's communication without departing from the existing brand identity. All of this is complemented by an imagery style that puts people at the centre, as well as an extended colour palette for more vibrancy and variety.
„A key part of the process was to review the existing design substance in a structured way and to refine it together with the DGFP team. In close coordination, we created clarity and derived concrete rules from it, which will ensure a professional and consistent brand presence in future.“Sarah Matzke, Senior Designer Arndtteunissen
From the Current Design State to an Applicable Design System
The aim was to create a unified, practical design system from the existing components that works across different media. In close cooperation with the DGFP marketing team, we designed and documented initial application examples for this purpose – as the basis for a manual that will provide confidence and guidance in handling the brand in future.