Naming and Corporate Design for Berlin’s Future Airport
Among airport brands, there is only one where IATA-Code, destination, official name, and logo are uniform: BER.
Provide the new airport with an image based on a holistic brand strategy. Suiting the spirit of Berlin on the one hand, on the other hand being applicable to all target groups worldwide. But simultaneously, differentiating it from other airport appearances.
Berlin’s agency for branding Realgestalt created pictograms and a new typeface solely to be used in the new airport. They are easily legible and receiving an unique character through the creative details in the shapes.
With a confident reduction to a purely typographic logo, the BER design is clear, simple, and authoritarian.
Sometimes it’s quite easy to be unique: Articulate your identity (BER) , choose a suiting color (red of for the state of Berlin) and create a custom font – and dispense with the obvious, such as aircraft elements, orbit graphics, runways and other platitudes with which airport brands usually operate.
The BER Pictograms
With over a 100 symbols developed, the airport BER has he largest pictogram family on the market. The shapes of the symbols harmonize not only in character but also in detail with the font BER Signage.
A Logo Establishes Itself
The branding agency Realgestalt could hardly have imagined a better result: the name was quickly adopted by the press and is now a common expression.
The usability of the new Brand Design was checked multiple times during the development process on the building site.
About the Project
Realgestalt’s work for the airport BER includes the entire spectrum of Brand Development: The branding agency Realgestalt developed the strategy of the brand, or rather of the Corporate Identity, in close cooperation with the customer’s team and experts. The cooperation with the architecture studio Gerkan Marg and Parter (GMP Architects) served as the foundation for conceptualizing the Corporate Design. Realgestalt used the choice of material by GMP in the airport’s concept development for the corporate design; the dark red color of the design is related to architectural elements. Overall, the branding agency Realgestalt services for BER included: Corporate Identity, Corporate Design, Brand Strategy, Naming, Design Strategy, Design Concepts, Logo, Typography, Pictograms, Icons, Picture Style, Illustration Style, Business Equipment, Editorial Design, Communication Design, Magazine layout, Brand in Space, Signage system, Merchandise, and Design Guidelines.
10119 Berlin, Germany
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