Press Release No. 25a | 30 June 2009
The DFG's New Look
Modern Corporate Design Presented at the 2009 General Assembly
Open, transparent, task-oriented and science-driven - this is how the Deutsche Forschungsgemeinschaft (DFG, German Research Foundation) presents itself with its new corporate design. Germany's largest research funding organisation presented the main features and the first examples of its new image at its General Assembly in Leipzig.
"The new corporate design makes the principles of the DFG's work tangible and reflects our day-to-day work in an attractive and modern way," said the President of the DFG, Professor Matthias Kleiner, as he presented it to the DFG's statutory bodies. Familiar elements have been retained, while also considerably extending the forms and options of graphic expression.
For instance, the DFG logo retains the same general impression, just leaner. The traditional corporate typeface, Frutiger, combined with the newly introduced font Meridien, used for continuous text, results in a harmonious whole. The basic principle behind the corporate design is "the golden ratio", considered the ideal proportion in architecture and art, as well as the epitome of aesthetics and harmony. The stringent development of this principle sees the addition of the Fibonacci bar as a new element. This is a graphical representation of the Fibonacci series, where the next number is the sum of the previous two numbers. The Fibonacci bar represents the first numbers in this well-known series: (0) 1, 1, 2, 3, 5, 8, 13, 21, 34, 55.
The new corporate design uses blue and grey as the DFG's primary colours, and its four secondary colours open up the blue part of the spectrum, while four other colours are used to identify the DFG's four main scientific disciplines. The white border around the titles of all of the DFG's publications remains a key distinguishing feature, although it is now also slimmer than before.
The first materials presented at the General Assembly span the entire spectrum of the new design's options. From press releases and displays at exhibitions to DFG guidelines, and from the "Structure and Mission" brochure to business cards - the new corporate design gives the DFG a new look. The new design will be gradually introduced for all of the DFG's publicity material and publications over the coming months.
For further information on the DFG's new corporate design, please contact
- Tim Wübben,
Tel. +49 228 885-2462, or
- Cornelia Pretzer,
Tel. +49 30 206121-28,
at the Press and Public Relations Office.