Fork was founded in Hamburg, Germany in 1996 by American and Germany partners and belongs to a small group of internationally respected creative agencies using digital media to develop unusual corporate promotions. Since the first website in 1996, Fork has nurtured its own corporate myth around cynical and playful references to German culture. In the "New Fork Swiss(v5.0)" self-promotional site Fork focused on inspirations coming from the world of hobby railroading (phenominally, still quite popular in Germany), the Swiss Alps and dark Teutonic metaphoria. Each main section starts out with an interactive key visual (east-block industry, Swiss Alps, Austrian petting zoo, model railroad, hobby figures) and yet another Fork logo has been adapted from the standard "swedish-hand" logo, combined with an evergreen subliminally morphed from a stag's head and antlers. Content in the site is integrated through a strict "international-style" grid, creating a visual parody of design dogma a la Armin Hofmann or Joseph Muller-Brockmann and aggressively stereotyped cultural metaphors as seen through cynical American eyes.