With the acquisition of FOBA by ALLTEC and the integration into the ALLTEC GmbH in 2009, the FOBA brand continuously changed and developed. Within ALLTEC GmbH the responsibilities were divided, and the branding was strategically realigned. Finally, the brands ALLTEC and FOBA were consolidated toward a realigned FOBA brand that now is ALLTEC’s sole brand for the sale and service in the worldwide part marking industries and markets.
This strategic consolidation significantly affected FOBA’s brand personality, so that a redesign of the brand’s appearance was urgently required. Since early 2011, the Berlin agency wirDesign is responsible for the development and implementation of the new brand design. During the trade shows MOTEK (Germany) and SOUTH-Tec (USA) the new look & feel was unveiled and officially introduced.
"With the redesign of FOBA’s look and feel we emphasise the brand’s new strength and give the positive change an appropriate appearance. We strengthen the brand on a global scale and provide FOBA with a stable visual identity. The new brand design developed by wirDesign translates our brand identity consistently into a modern and clear look and feel that makes the brand recognisable throughout the market." (Dana Francksen, Manager Marketing Communications for FOBA [ALLTEC GmbH])
The new brand appearance ensures a clear and consistent communication. The new look and feel comprises the revision of logo and tag line, newly defined colors, image style, typography and a layout grid. The new face includes all applications – the stationary, basic templates, the brand literature, major signage elements, the product branding, job ads and a trade show concept. The new claim "Laser at your service" encapsulates the brand and focuses on the core competencies technology, customer benefit and service.