WILLHABEN
WILLHABEN Corporate Design 2026
Austria's most famous magnifying glass
WILLHABEN is Austria’s largest marketplace and ranks among the country’s most widely used online services. Almost all residents of Austria are familiar with WILLHABEN—not least because of its distinctive light blue color and the logo featuring a magnifying glass. The goal was to further develop the already very popular and well-known “WILLHABEN” brand into an icon. A brand identity that is even more memorable and strengthens both advertising impact and unaided awareness.
Based on representative testing conducted by Mutabor and its partners, we developed a design that is both functionally clear and playful. As a result, WILLHABEN maintains visual consistency across all channels, from product interfaces to brand communication.
A corporate design that feels familiar and, thanks to its newfound simplicity, exudes a whole new vitality.
The new corporate design celebrates the magnifying glass.
Developing a strong brand doesn’t necessarily mean reinventing it. At WILLHABEN, this primarily means unlocking existing potential: In a representative test, the magnifying glass was confirmed as the most important distinguishing feature. It is the heart of the brand. By making it a systematic design element, we created a corporate design that preserves the brand’s essence, strengthens its recognition potential, and ensures a contemporary brand presence.
The Magnifying Glass. Thinking big. Down to the smallest detail.
In addition to icons and illustrations, a new corporate typeface was developed that draws direct inspiration from the magnifying glass as a central design element:
Large, rounded details give the new typeface a distinctive and friendly look and are consistently incorporated into the icons and illustrations.
Simple, flexible, and full of joy.
In the new corporate design, the magnifying glass, together with the color light blue, serves as a central design element that is used flexibly across all channels. The magnifying glass adapts to different contexts, content, and formats, highlighting what is essential and providing clarity. The result is a design that is functionally clear yet playful.
“In Mutabor, we have chosen a partner who is familiar with our industry and understands how to further develop WILLHABEN as an iconic, forward-looking brand.”
Austria's largest digital marketplace.
WILLHABEN is one of the most widely used online services in the country. Currently, there are approximately 110,000 real estate listings, more than 190,000 vehicles, and nearly 16,000 job listings on willhaben, as well as about 13.4 million goods and services on the marketplace. In total, the platform features more than 13.7 million listings (as of March 2026).
- DECODE
