The Hinterland of Things Conference is more than just an event—it is a platform for family entrepreneurs, startup founders, and investors who drive forward future topics and innovations. With a focus on networking, forward-thinking content, and technology, the conference provides a unique opportunity to exchange ideas and close deals at the heart of Germany’s Mittelstand. As part of its evolution, the team has designed a new corporate identity (CI) for the 2025 conference, reinforcing the brand’s dynamic character and mission. Featuring a fresh logo and a well-defined color palette, the CI reflects the conference’s technological and future-oriented approach.

LET’S CONNECT – THE FIGURATIVE MARK

 

The new logo design perfectly encapsulates the vision of the Hinterland of Things: “Let’s Connect.” The figurative mark consists of three-dimensional blocks reminiscent of the popular game “Tetris.” These blocks come together to form the iconic “Hinterland H”, symbolizing the connections that emerge through networking—a core USP of the conference. The slight movement suggested in the logo, where one block appears to fall into place, reflects the event’s dynamic nature and is visually emphasized in motion graphics and animated content.

MAKE IT MORE FF

As part of the CI renewal, the Hinterland wordmark has been adapted to align with the Founders Foundation. Both wordmarks now use the “Avenir Next” typeface, with the only change being the swap in usage of “bold” and “thin” text elements to draw more attention to the word “Hinterland.” This adjustment visually strengthens the connection between the two brands and represents the conference’s continued growth and maturity.

Colors That Evoke Emotions

The new color palette plays a central role in the CI design. It consists of a combination of primary and secondary colors that evoke well-defined emotions and associations:

Primary Colors

    • Black – Strength, professionalism, and sophistication, ideal for backgrounds and gradients.
    • White – Clarity, purity, and balance, perfect for text and partner logos.
    • Amor – Creativity, energy, and passion, used in headlines and graphic highlights.

Secondary Colors

    • Berry – Prosperity, authority, and exclusivity, primarily used in buttons and lighting.
    • Shades of Gray – Neutrality and professionalism, versatile in various design applications.


These colors not only harmonize with each other but also ensure strong brand recognition and consistency across all media—from websites and social media to physical materials like textiles.

Color Usage in the Logo: Maximum Impact in Every Context

The colors of the Hinterland of Things logo are carefully chosen to ensure professionalism and brand recognition. Clear guidelines define how the wordmark and figurative mark should appear in different contexts:

    • White – The white logo is used when the background is neither solid black nor white, such as on photos or external borders.
    • Color (Amor) – The logo appears in the Amor color when placed on a solid black background.
    • Black – The black logo is used on a white background, mainly in print, as white backgrounds are not typically used in digital applications.

A Clear Message in Every Application

The CI update is more than just a visual redesign—it also clarifies how the brand elements should be used:

  • The Word-figurative-Mark – strengthens the connection to the Founders Foundation and is used on websites, billboards, letterheads, and packaging.

  • The figurative Mark – is primarily for digital use, including app icons, social media, and merchandise.
    The addition “by Founders Foundation” enhances visibility and strengthens the connection to the parent brand.
    With this modern, clear, and tech-inspired identity, the conference presents itself in a way that is both visually appealing and highly functional.

Color Spectrum for Exterior Branding: Consistency meets creativity

The CI of the Hinterland of Things Conference has a color spectrum of eight core tones. This spectrum ensures consistency and brand recognition while serving as a foundation for the ever-changing 3D designs. With a harmonized balance between stability and visual dynamism, this carefully selected color palette is ideal for impactful background animations and exterior displays.

A Visual Identity for the Future

The new corporate identity of the Hinterland of Things Conference represents growth, connections, and technological innovation. With a focus on networks and partnerships, the conference positions itself as an essential platform for the German Mittelstand and the startup scene. By refining the design, the brand’s visibility is enhanced, and the core message of the conference is clearly communicated: The future belongs to those who create connections.