Strategic brand development by design for modern energy-saving injection molding machines. The Ferromatik design concept creates brand recognition and individuality through the new trademark of the FINS at the clamping and injection unit. They stand as a sign of dynamic and performance and are applied slightly varied to all products. In addition the horizontal gray centerline focuses the position of the main function and connects the areas visually. The independence of the design system generates strong recognizability of the products and works as a brandshaper. The design contributes to the economic success and the image change of the brand.