Deutsche Telekom

News & interviews

• Make Studio proves discount brands can lead with design through fraenk

  The Brand Identity · Jul 29, 2026

  Hamburg-based Make Studio refreshed Deutsche Telekom's app-only mobile tariff fraenk, evolving its understated identity into a warmer and more distinctive system called “spectacularly simple.” The rebrand centres on a strengthened æ ligature, a customised version of Displaay’s Greed typeface, yellow-led communications and playful technical doodles by Ronja Overländer. The work reportedly increased brand perception by more than 30% among aware 18-to-50-year-olds and more than doubled willingness to recommend the service.

  Make StudioDisplaayfraenkDeutsche Telekombranding
• StudioDBD Captures Ashton’s Real Story Beyond the Media Frenzy

  The Brand Identity · Jul 29, 2026

  Hamburg-based Make Studio refreshed the identity for fraenk, Deutsche Telekom’s app-only discounted mobile tariff, to increase awareness and build emotional connection beyond price. The system reframes fraenk as “spectacularly simple,” led by a strengthened æ ligature, a bespoke adaptation of Displaay’s Greed typeface, expanded yellow use, and playful illustrations by Ronja Overländer. The relaunch reportedly increased brand perception by more than 30% among people familiar with fraenk and more than doubled willingness to recommend it.

  Make StudioDisplaayfraenk