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Brand identity concept for the city of Düsseldorf

Posted by rod - 30.08.2013

German design studio Betty and Betty was one of five design agency invited to develop the brand identity concept for the city of Düsseldorf.

Although BBDO won the pitch I quite like the approach of Betty and Betty. As we all know, the result of a city is what happens in it. Through the cities people, its institutions, geographic location and its history a city is formed without standing still. A city is diverse, dynamic and is only really attractive in contrast to companies through opposites. A city is diverse, dynamic and comes to life through its contrasts in contrast to companies.

For these reasons Betty and Betty’s city concept focuses and highlights the diversity of Düsseldorf. The logo not only acts as the “signature of the city” but also as the main communication element and consists of three pieces. The anchor and the lion originates from the the historic coat of arms. These two elements first and foremost symbolise the characteristics of Düsseldorfs history and traditions as well as the it’s strength. The third visual element is a component that is variable and adapts to the different communication concepts, without losing the look and feel of the overall logo.

The communication concept is also meant to include the citizens, next to the cities institutions, and Düsseldorfs events, they are the biggest brand ambassadors. The brand identity not only works on the classic merchandise products, but also includes through its divers setup enough flexibility to be integrated into the cityscape.

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