The numerous cultural centers needed an easy-to-apply modular key visual. The visual language consists of one system typeface even German Bauhaus uses: Arial. Not enough of simplicity, we combined it with the most humanistic shape of the world: the ring. If the target audience is „everybody“, and since we’re not talking about Coca-Cola, then we also need a shape that includes all these diverse individuals. We also thought about connecting: different media formats fit together, connected by the rings.
The brand strategy, communication concept, and campaign were all developed in digital co-creation workshops via video conference and whiteboard tools. A special challenge during the brand development was to create a logo, that is no logo at all. Because besides the cities’ corporate design, there should not be any sub-brand logo. We solved that with the invention of a little mark° right next to the title. The ring symbolizes the diversity of the countless target groups associated with the eleven Läden. It can be written next to the title or claim in any font in any size on any media. You could even draw it in the sand of Nuremberg’s river beaches with your big toe only.
Photos: Brigitte Sauer | Graphic City Nuremberg: Elisaweta Smuschkevic.