The name HAIX^® stands for innovative high-tech functional shoes that meet the highest standards of functionality, quality and design. The brand image is characterized by an outstanding price-performance ratio.

The adaptation of the logo aims at the emotional level of perception: concentration on the heroic brand world to strike the heart of our target groups.

The logo

The flame stands in the center of the new logo as a fundamental element. Its characteristic symbolism forges the link between the past, the present and the future of the company. From a conceptual point of view, the two logos used up to now have been combined to form the basis for the linear recognition effect.

In isolation from the rest of the logo, the flame becomes the distinctive visual feature of the HAIX® brand. This effect is already strikingly obvious in the FIRE HERO model. It plays a significant role as the connecting element through the entire brand architecture!

The brand world

“Heroes wear Haix^®” – this slogan transports strong emotions and at the
same time strikes the world of values of the target group. The future brand
world of HAIX® will continue to be developed on this foundation.

The flame symbol as the connecting, constant element

The flame symbol is not only the basis for the stories, but runs through the
entire brand structure as the connecting, constant element – from corporate
brand to product brand.