The aim of this corporate design relaunch was to reflect the identity of the 800-year-old history of the company and to strengthen the umbrella brand Prinz von Hessen. Typographically, the brand identity is portrayed by the mix of a classic Roman font and a modern sans-serif typeface. A high level of brand recognition is also ensured by using a lion, which is a regional symbol, in classic red and white, characterising the logo. Its golden crown stands for the high quality of the gastronomy services. A seal, which can be found on all means of communication, was developed to visualise the individual corporate brands in their unity.