Willhaben Brand Identity

Willhaben is Austria's largest online marketplace, with more than 13.7 million listings spanning second-hand goods, cars, homes and jobs, and a name nearly every Austrian already knows. Rather than reinvent a well-loved brand, it set out to make it more memorable and lift unaided awareness. Mutabor's 2026 identity builds on research showing the magnifying glass logo is its most recognized feature, turning it into a flexible system that runs from the app to advertising.