The Research Institute of Automotive Engineering and Vehicle Engines Stuttgart, or FKFS for short, founded in 1930, is an independent institute with proprietary measurement, testing, and simulation methods. It is a valued partner of the international automotive industry in the fields of powertrains, vehicle technology, and mechatronics. As is well known, this industry is undergoing rapid transformation — and FKFS, with all its expertise and skills, is well equipped for the future of mobility. However, amid this fast-paced change, its own brand somewhat fell by the wayside. That’s why this stronghold decided it was time for a thorough inspection.
The brand was put to the test and delicately refined. Gone is the old-school outlined typeface reminiscent of a local auto repair shop—replaced by a sharply defined wordmark, paired with the timeless claim “Research in Motion” and a refined version of the FKFS key element: the wheel. An evolution of the existing identity, aligned with the self-image of a world-class high-tech research institute. The future-forward rebranding by Hochburg was initially applied to classic business materials such as business cards and PowerPoint templates, as well as various promotional materials and illustrations. Conclusion: the brand refresh works. More in progress.
