Repositioning a global engineering brand for the future
Creating a unified identity for a changing world
Georg Fischer (GF) is a world leader in industrial engineering, with over 200 years of innovation in piping systems, machining solutions, and casting technologies. As the business evolved, so too did the need for a refreshed corporate identity – one that could reflect its role in shaping the future of sustainable and digital industries, while staying true to its heritage.
Make Studio was invited to pitch a full-scale rebrand of GF Corporate. The brief called for more than a visual refresh. It required a strategic approach that could align all divisions under a single, forward-facing identity, built around clarity, ambition, and innovation. The result is a bold, confident concept that positions GF as a progressive force in global industry, ready to lead the way.
Balancing legacy with long-term vision
Our goal was to build a cohesive brand that could flex across divisions and geographies, while anchoring GF firmly in the future. Through strategic workshops and research, we explored how the business is perceived today, where it’s heading, and how a new identity could support that journey.
The core concept of ‘intelligent simplicity’ was developed to express the company’s future-focused, innovation-led mindset. It allows the brand to simplify communication, reduce visual noise, and focus on what matters: clarity, strength, and trust. This strategic platform gave the identity both meaning and flexibility, enabling it to evolve with the business.
A single colour, a powerful signal
At the heart of the rebrand is a clear and striking idea: the use of one signature blue across the entire business. This unified colour system signals focus, strength, and cohesion across all GF divisions, while providing a recognisable, confident presence on a global stage.
The design language is rooted in minimalism and precision. A clean typographic system, generous spacing, and simple grid-based layouts reflect GF’s engineered mindset and technical expertise. The result is a visual identity that feels modern, assured, and internationally relevant.
Alongside the visual identity, we explored how Intelligent Simplicity could influence everything from messaging frameworks to motion principles, digital interfaces, and branded environments. This approach ensures that the identity isn’t just a badge, but a tool that supports communication, innovation, and collaboration at every touchpoint.
The proposed rebrand offers a bold, future-ready vision for GF, one that aligns with its sustainability goals, supports digital transformation, and reinforces its position as a trusted global leader in engineered solutions.
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