Almost 50 years old and still going strong – this is the original DURACLIP® The unparalleled success story of a clip file, originally produced by elaborate manual work, began in 1959. Since then, the classical file with the smart clip has been sold more 800 million times and rightfully established itself as the world's most successful business folder. In the course of many years, this popular range of organisation, storage and presentation products has been extended continually with new variants, colours and formats, and finally provided with a warranty unique in the industry: the "5-year clip guarantee". Decades of know-how plus a clear commitment to the German manufacturing base make DURACLIP® a unique, successful, genuinely "made-in-Germany" product.

But how can perfectly good product attributes still be improved, when the idea behind the product has already been successful for so many years? At least at first glance, this seems an impossible task, yet it is certainly an interesting challenge for product designers, technicians and ergonomists who have proved again and again that there is still room for improvement even in a good product. The classical brand product DURACLIP® is one of the most recent examples which demonstrate that upgrading such products is really possible. The extraordinary idea and entrepreneurial inventive genius behind the clip file were reviewed with great care. A detailed analysis was carried out, defining the starting position, the targets and the alterations needed to reach them, resulting in a relaunch profile aimed at improving the technical and functional properties, and focusing on the clip. The new clip in its traditionally high quality of both material and workmanship stands out just as much as ever by its clear, timeless form. Yet a special point has been made of achieving a high recognition value and creating an individual design.

The new DURACLIP®

The new DURACLIP® file expresses the continuity of the DURABLE quality concept. The design and function of both clips and cut-outs have been revised with great care; their handling attributes have been further optimised. Thanks to a semi-circular contour, the steel clip at the heart of DURACLIP® was redesigned for easier handling from an ergonomic point of view. The punched cut-out on the folder has also been changed. It has now been shaped to repeat the rectangular form of the folder itself, thus combining both elements into a single unit.

The brand

In redesigning the clip, the realisation of corporate design was also an important consideration, resulting in a significantly improved brand image for both the DURABLE umbrella brand name and the DURACLIP® product brand. Both brand elements are visible and form part of the clip design. This means added security for consumers in making their purchases, since they can now easily select the original product from DURABLE, the classical brand product DURACLIP®.

The design and interplay of all elements follow a natural, timeless concept which has now materialized in the classical brand DURACLIP® folder and is also being communicated via newly designed paper inserts. DURACLIP® is and remains the benchmark against which others are measured. In terms of quality, choice and design. DURACLIP® – the original.