Brand Management and Communication Design for a Microcity
The Märkische Viertel in Berlin turned 50. For Berlin’s branding agency Realgestalt it was an opportunity to give the third-largest residential complex in Germany a new image.
Unfortunately, the Märkische Viertel has been associated with a multitude of unpleasant names since its beginnings. Its 50th anniversary marked the perfect occasion to create a new image that underlines the colorful diversity among the residents.
The centerpiece of the Corporate Design is its distinctive logo. Both pieces of the circle can be reconfigured with various colors, structures, and pictures. In all variations, the logo remains bold and unique in character.
The Logo Generator
The logo offers a number of combinations by using its two pieces. In theory, each of the 35,000 residents could have their own personalized logo. For Realgestalt, it is a symbol representing the individuality of its residents and the continuous change of the neighborhood.
With the new Corporate Design, the identity of the complex is reinforced and the neigborhood has been given an image that sets it apart from other residential areas in Berlin. The result: a design that is memorable and friendly at the same time – playfully light and easily understandable.
The possibilities of the design are endless.
This logo opens doors to different worlds, as this little clip shows.
The communication plan is meant as an overview over the individual stages of the communication actions and all planned projects. The content includes the current situation, operative goals, target groups, communication topics, methods, strategies, operative implementation and scheduling.
Furthermore, it explains the Brand Design as a concept and all possibilities of implementation.
-> Download the document as a PDF. Feel free to contact us, if we can develop a similar plan for your project.
About the Project
The fact that the Gesobau, a public housing company, agreed to a design concept for its masterpiece – the Märkisches Viertel – in which the Gesobau itself plays no role at all, was very surprising. But the Gesobau decision makers realized that sometimes less is more: elements of the Gesobau design were intentionally scrapped, so that Realgestalt’s striking and clear design idea could shine through with its full potential.
Our services for the Märkische Viertel include: Brand Strategy, Corporate Identity, Corporate Design, Brand Design, Design Strategy, Design Concepts, Logo, Typography, Pictograms, Icons, Picture Style, Illustration Style, Business Equipment, Editorial Design, Communication Design, Magazine Layout, Brand in Space, Design Guidelines, and Photo Production.
10119 Berlin, Germany
Tel. +49 30 88 77 76-0
Mob. +49 175 415 2215