Peter Bösch

The Essentials In barcode design, the work is in making a utilitarian mark carry identity without breaking legibility. Peter Bösch describes that balance directly: “The special thing about our barcode is the company logo, which we were able to place in the middle of the code.” That detail a barcode is normally built to recede. Here, the company logo sits inside the structure of the code rather than beside it, so the system still performs its basic function while carrying a second layer of branding. Bösch’s point is not ornament for its own sake, but precision applied to a standard element. The strength of the approach is in placement. By putting the logo in the middle, Bösch turns a routine graphic into something more specific to the company, without abandoning the barcode’s purpose. It is a small adjustment, but one that changes how the mark reads.

In Their Words “The special thing about our barcode is the company logo, which we were able to place in the middle of the code.”