A new brand for Berlin
Idea: Campaign and new logo in the spotlight
As with every year, the Festival of Lights in 2020 showcased the architectural landmarks of Berlin in the spotlight. However, this year, another landmark took center stage during the festival: the brand-new logo of the city of Berlin. The logo draws on the city’s most iconic symbol: the Berlin Bear. The bear will now adorn Berlin’s entire brand identity, from the website to promotional advertisements.
In September 2020, the entire city of Berlin was set to become acquainted with the new brand design. Therefore, the Festival of Lights made the debut of the Bear brand with the accompanying hashtag #WeAreOneBerlin the highlight of a luminous and emotional roadshow.
Implementation: A bear-strong tour through the districts
“The logo should shine where it belongs – in the neighborhoods, among the citizens,” explained Senate spokesperson Melanie Reinsch, outlining the idea behind the tour. After the grand premiere with a spectacular 3D video mapping on the Red City Hall with Mayor Michael Müller, the Bear Tour kicked off across the city.
The new logo made its introductory visit to the districts, presenting itself to Berliners at local landmarks with an impressive projection: Postbrücke in Reinickendorf, Rathaus Spandau, Rathaus Schöneberg, Tchoban Foundation building in Pankow, Rathaus Charlottenburg, Rathaus Neukölln, Theater an der Parkaue in Lichtenberg, Rathaus Steglitz, Oberbaumbrücke in Friedrichshain-Kreuzberg, Schloss Köpenick, and Bezirksmuseum Marzahn. For the finale on the Oberbaumbrücke, also bear designs created by citizens were integrated.
Success: Overnight recognition
Introducing a new Berlin logo is not an everyday occurrence. The previous logo, “be Berlin,” remained in use for a noteworthy 12 years. Therefore, the brand launch was a special event for the city.
The tour showcased the new design in a citizen-friendly manner with high visibility in real-life environments. It positioned itself as a visible contrast to the virtual launch on the internet and social media. People everywhere stopped, looked with enthusiasm, inspected, and discussed the new logo. Overnight, the new brand became the talk of Berlin. The Festival of Lights team is delighted and proud of the luminous premiere and its success!