The German Brand Award 2017

Last Thursday, 29 June 2017, the winners of the German Brand Awards were honoured for the second time at a festive gala at the German Historical Museum in Berlin. More than 500 invited guests from business, politics and the media accepted the exclusive invitation.

Among the winners of the evening was HALBE Rahmen. The magnetic frame manufacturer was awarded the German Brand Award in Gold in the category "Industry Excellence in Branding - E-Business" - for excellent brand management as well as the new online shop & picture frame-configurator.

"In addition to the convenient functionality of the magnetic frame principle, HALBE stands for straightforward design and perfection in manufacturing according to customer specifications - characteristics by which the brand has earned its reputation in the industry as a quality market leader and expresses this very well through its appearance. The intuitive, pleasantly user-friendly picture frame configurator, equipped with useful tools and advice, works both on the desktop and mobile and makes ordering even more convenient for customers. The configurator complements the new web shop and fits perfectly with the brand strategy," the jury statement reads.

About the German Brand Award

With the German Brand Award, the German Design Council and the German Brand Institute honour successful brands, consistent brand management and sustainable brand communication.

The German Brand Award was initiated by the German Design Council, which was founded in 1953 by the German Bundestag and endowed by the Federation of German Industries. For more than 60 years now, the foundation has pursued the goal of promoting the competitiveness of German companies. The German Brand Institute, which was founded to strengthen activities in the field of brand management, is in charge of the competition.

"The impact of digitalization on brands and products is enormous. Regardless of industry and business sector, companies are facing completely new challenges. This also has a major impact on brand management. Digitalization makes it faster, more transparent, more complex, and less predictable and controllable due to the momentum of social networks. However, the following still applies: focus, clear differentiation from the competition, involving employees, understanding and implementing the brand holistically are and remain the most important success factors for strong brands; even in an increasingly digital world," explains Andrej Kupetz, Managing Director of the German Design Council.


HALBE was founded in 1946 as an art shop. From 1960 onwards, the first series production of picture carriers took place. 1975 Invention of the HALBE magnetic frame principle. HALBE is considered the quality market leader in the picture frame industry.

The HALBE-Rahmen GmbH develops and manufactures picture frames with a maximum of comfort and functionality. The unique difference to all other picture frame manufacturers and framing specialists is the magnetic frame principle. It is the basis for all frames in the range. With a magnetic frame from HALBE, the picture can be easily and conveniently framed and changed from the front: without turning and turning, without tools, the picture always in front of your eyes. The frame opens and closes magnetically, making picture framing child's play.

The range extends from classic picture framing in the B2C business to special frame variants for the highest conservation requirements in museums.

In addition to the functionality of the magnetic frame principle, HALBE stands for straightforward design without visual wear, uncompromising material quality and perfection in manufacturing. Due to the direct sales from the manufacturer and the configuration of the magnetic frames by the customer - similar to a modular principle - no standard goods off the shelf are created, but customer-specific always the desired picture frame made to measure as a unique specimen.

Further information

- More about the German Brand Award :
- More about the German Design Council :

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