UFS

Since 1984, UFS has been developing natural wool polishing pads for professionals in the automotive, furniture, marine, and aerospace industries. Over the years, the company has built a strong reputation among OEMs thanks to the quality of its products and its technical expertise. However, this recognition remained largely unknown outside professional circles. The rebranding was intended to bridge this gap: to make UFS a recognizable brand among end users, without losing the industrial credibility that is its strength. We chose to build on the credibility UFS had already established among professionals. The goal was not to change what the brand stands for, but to make this expertise more visible and appealing to a broader audience, without compromising the rigor expected of an industrial partner.

The new UFS monogram is formed by a continuous line whose curves evoke both the fibers of wool and the motion of polishing. Surrounding it, a vocabulary of geometric symbols conveys the material, the uses, and the precision of the gesture. Bold colors break with traditional industrial conventions and give the brand a more assertive presence. The system adapts its level of expression to the medium. In the catalog, the graphic design organizes highly technical information; in more visual communications, the symbols and colors take greater liberties without compromising the brand’s consistency. UFS now approaches its major international events with a brand that matches its expertise. At Automechanika Frankfurt 2026, this new identity accompanied the presentation of its latest innovations and marked a new milestone in its visibility within the industry.