Frechinger

Currently run by the fifth generation, the Frechinger company is one of the few remaining family-owned businesses on Innsbruck’s Maria-Theresien-Strasse. The store entrance is adorned by an elegantly gleaming brass logo, designed by renowned Tyrolean commercial artist Arthur Zelger in the 1950s. The cursive lettering is reminiscent of a handwritten signature – a regular occurrence amongst owner-managed businesses. The semantic message is clear since a personal signature guarantees the quality of a company’s services and goods.