A new brand identity for Brandenburg as a tourist destination
With over 3,000 natural lakes and thousands of kilometres of waterways, Brandenburg is one of Germany’s most water-rich states. From the mystical Spreewald in the south, criss-crossed by canals, to the wild, almost untouched Uckermark in the north, the state offers endless expanses. It is a federal state strongly shaped by nature, history and the tension between rural tranquillity and the capital region. The redesign aimed to present Brandenburg as an attractive travel destination in a contemporary way whilst preserving the state’s character.
At the heart of the design is a newly developed logo: a distinctive wordmark in which the letters interlock and shift to create a sense of visual movement. Two terms merge into a fluid transition – symbolising the connection between landscapes, places and experiences.
This fluid concept shapes the entire design system. Curved lines flow, connect, frame and move across different media. The result is a flexible visual identity that can be used in a playful manner while remaining consistent, whether it is used for campaign visuals, print products or digital applications.
The new brand is also underpinned by colour and imagery. A clear blue evokes lakes, rivers and the region’s abundance of water. This is complemented by a palette of colours inspired by the landscape, including shades of brick, sea buckthorn, heathland, wheat, rapeseed, pine forests, floodplains, dunes and morning mist.
The visual language portrays Brandenburg as it really is: warm, natural and uncontrived. Light, weather and quiet moments characterise motifs that capture rather than stage. People become part of the scene, appearing casual, unposed and approachable.
A particular challenge lay in the complex brand architecture of Brandenburg as a tourist destination. The umbrella tourism brand unites numerous towns, regions and local authorities, some of which have well-established brand identities and must remain visible as key partners.Several analysis and strategy workshops preceded the redesign, during which the brand structure, target audiences and partners’ requirements were jointly refined.
