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FPS named “Service Brand of the Year”, highest award at the German Brand Award 2021; and awarded Gold in “Excellent Brands: Corporate Services”

The FPS law firm is one of the big winners at the prestigious German Brand Award 2021 and was named “Service Brand of the Year”. The highest award, the “Best of Best”, which selects examples of outstanding branding across a range of sectors, was presented in a total of 13 categories. FPS was also awarded “Gold” in the “Excellent Brands: Corporate Services” category. Consulting and design agency APPEL NOWITZKI in Frankfurt has been responsible for its successful brand work since 2013.

For the sixth time, the German Design Council and the German Brand Institute honored successful brands as part of the German Brand Award, one of the most important German brand awards. It honors companies that distinctly stand out from the competition thanks to exemplary branding, long-term campaigns and extraordinary marketing projects.

FPS is neither a major law firm nor a boutique, but rather a specialist in business law. Client proximity is what sets the brand apart. “FPS is a specialist in business law that values proximity to clients, the market and current events – its USP is a strong brand promise that forms the core of its brand identity and shapes all facets of its exceptionally up-to-date communication, in terms of strategy, content and visuals. With bold, striking colors and illustrations, its image sets itself apart from conventional competitors. The combination of text, color scheme and iconography creates an independent, distinctive look and feel, bringing the brand values to life in an appealing fashion. It is an outstandingly fresh, surprising and in every respect strong brand identity, convincingly based on the brand’s USP – not the norm in the sector”, commented the jury.

FPS was also awarded “Gold” in the “Excellent Brands: Corporate Services” category, the second-highest German Brand Award prize.

“As a brand, FPS stands out from the crowd. Its image, independently developed from the brand strategy, benefits from clear positioning and distinctly reflects the brand promise. The fresh and youthful design also features bold, striking colors and iconic illustrations, giving the brand a unique identity. Excellent brand work that is convincing in terms of both form and content at a high level”, said the jury, explaining its decision to award “Gold”.

German Design Council

The German Design Council is one of the world’s leading competence centers for communication and knowledge transfer in design, branding and innovation. Its foundation member group currently includes more than 350 companies. The German Design Council was founded in 1953 as a German Bundestag initiative to bolster the German economy’s design expertise. Its multitude of activities have one goal: to strengthen brand value in the long term through the strategic use of design and innovation.

FPS Fritze Wicke Seelig

Stefanie Kalke, marketing specialist Berlin
Dr. Andreas Freitag, marketing specialist Hamburg
Dr. Olaf Dziallas, marketing specialist Frankfurt am Main
Florian Wiesner, Chief Digital Officer
Fuencisla Heiß, Head of Marketing / PR
Teresa Walter, digital media specialist

APPEL NOWITZKI consulting and design agency

Anne Julia Nowitzki and Ulf Appel, Management Board
Eva Maria Nowitzki, Consulting
Sarah Krämer and Karolina Valiukaite, Creation



Fuencisla Heiß