Why is F7 actually called F7?

Many people me: “Why is your company called F7?”

The answer goes back to 1996 — to my time at university, my first database projects, and a special moment on a film set

From business lectures to film sets – and into the world of databases

At the time, I was studying business administration and working part-time in advertising film production—as a freelancer and photo assistant. One of the photographers I worked for was frustrated with an expensive calculation program that hardly worked. So I quickly developed my own database solution.

He was thrilled—and wanted to pay me for it. That made it clear: I needed an invoice and had to register a business. That's how I started my journey into self-employment, initially with customized software solutions for photographers and film productions.

The name search on the film set

With demand increasing, a company name was needed. 

One weekend, I was working on a Wella shoot, supervised by the BBDO Düsseldorf agency. As is often the case, there was a lot of waiting around on set. In conversation with the ladies from BBDO, I mentioned my search for a suitable name. They found the idea exciting—and on Sunday they presented me with three suggestions. One of them was F7.

And why F7? A double meaning

Her reasoning was as simple as it was ingenious:

• The F7 function key: In programs such as QuarkXPress or Macromedia FreeHand, this key was used to display auxiliary and calibration lines. A symbol for structure and clarity.
• The Ronford Baker F7 MKVI: A three-axis fluid head camera head that was simply referred to as the “F7” on set. When the cameraman requested the “F7,” the grip immediately knew what was meant.

This double meaning—between software and film set – fit perfectly with my background.
So F7-Softwareentwicklung Joachim Nielsen quickly became simply F7.

From Database Projects to a TYPO3 Agency

Over the years, my, or rather “our,” field of business shifted:
The internet grew, and projects became more digital. The first website orders came in starting in 2008, including a TYPO3 implementation for TUI Cruises (Neteye agency). That laid the foundation for today’s core focus as a TYPO3 agency.

In 2013, the company was converted into F7 Media GmbH. And even though the company has grown considerably since then, one thing has remained the same: the name F7.

And today?

Even after all these years, I am still happy with the name. The logo is still a stylized function key, albeit one that has been modernized several times over the years.

And beyond that: The name F7 has long since become a fixture in the TYPO3 world – a piece of identity that continues to accompany us to this day.

I am still grateful to the creative ladies at BBDO Düsseldorf for giving me this name back then.

That's why F7 is still simply called F7 today