In February 2012 Dressmann underwent a re-profiling, with a new logo and a new store concept.Focus was involved at an early stage and helped Dressmann to design its new concept. The new logo that was developed was three-dimensional and, in variable advertising, looked just like the signs. The design grew out of the visions of the classic masculine expression, where Formula 1 meets rock ’n’ roll. The red letter faces are illuminated with a strong red glow. The sides of the letters are chromed. The letters are either loosely mounted directly to the facade, or on a glossy black background box with a curved finish, chrome edging and visible bolts. Focus produced 1,300 new signs for Dressmann. All of these were mounted simultaneously on 370 sites in seven countries in only 12 days.