Haufe Group presents new corporate design and positions itself as a strong umbrella brand


A striking logo, fresh colors and a contemporary look - Haufe Group has been presenting itself with a new corporate design and a new website (www.haufegroup.com) since April 10, 2024. The brand identity translates the mentality, culture and values of the Freiburg-based corporate group into a modern and authentic appearance.

The new appearance and strong positioning as an umbrella brand underlines the successful growth story of Haufe Group as a leading B2B provider of content, software and training for corporate services in the DACH region. With its diverse brand portfolio, including Haufe, Haufe Akademie and Lexware, Haufe Group supports people so that they can work successfully. "We stand for innovation and transformation," said Birte Hackenjos, Chief Executive Officer (CEO) of Haufe Group, on the occasion of the brand launch. "This is exactly what our new appearance reflects. It shows what we are like: strong in character, accessible and at the cutting edge. We are not only shaping the working world of tomorrow, we are living it.”

Insights into Haufe Group's new corporate website.

At the center of the new corporate design is the "h" of Haufe Group as a memorable and differentiating figurative mark. Another basic design element is the "window of the future", which is used in the form of a rhombus as a defining carrier surface and symbolically opens up new perspectives. In combination with fresh colors and powerful typography, a bold and multifaceted overall appearance is created. The design can be used flexibly, but always remains recognizable. In this way, it creates a future-oriented stage for the topics and messages of the corporate group.

The new positioning was realized in cooperation with two partners: The corporate design was created by the Düsseldorf office of the design and branding agency MetaDesign (Publicis Groupe Germany). Petershagen Kommunikation, Cologne, consultancy for strategic communication, developed and supported the communication of the new appearance. It is now being gradually implemented at all internal and external touchpoints of Haufe Group.

Haufe Group’s new corporate website: www.haufegroup.com

Pressemitteilung als PDF
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HG brand launch press release
Press release as PDF document
HG Logo
The new Haufe Group logo
HG Website
Insights into Haufe Group's new website


Kerstin Schreck
Kerstin Boschütz