For the city of Düsseldorf, the dmcgroup developed the city brand claim “Proximity meets freedom”, which unites the large number of municipal facilities under one roof and is used as a new overarching brand for the state capital.
The claim is framed by the new corporate design of the city of Düsseldorf. This has created a uniform appearance that has significantly improved the city’s high recognition value and clear sender brand.
The new identity of the city of Düsseldorf
The city of Düsseldorf is a cosmopolitan city that combines both the spirit of a metropolis and the feeling of great closeness and community. These attributes, which appeal to people’s contemporary needs, are what the city wants to project to the outside world. With a new claim and a new design, these values were visibly implemented for the public. Naturally, the new claim was tested for relevance, comprehensibility and appeal through market research and target group tests – locally, nationally and internationally.
The claim “Proximity meets freedom” developed by dmcgroup sums up the new design concept of the BRANDDESIGN KW43 agency.
New Corporate Design & Branding
The claim of the dmcgroup is framed by the new corporate design of the city of Düsseldorf, which in the future will apply to all institutions of the Düsseldorf administration as well as to the municipal enterprises and subsidiaries. By using the city name with the new claim of the brand Düsseldorf, a uniform appearance was ensured, which convinces with a coherent design language and with a singular sender.
The typographic design of the claim is intended to convey a sense of freedom that does not adhere to conventions and strives to reach far beyond boundaries. At the same time, the headlines are closely connected in some places. This also captures the spirit of Düsseldorf: Opposites live closely together in harmonious neighborhood and thus reflect the cityscape of its fellow residents. The size of the letters also aims to convey closeness and at the same time present the self-confident appearance of a city that is close to the world. The design was implemented directly by us in the form of the new business brochure for the city of Düsseldorf.
Employer Branding & Recruiting Campaign
As a result of the pandemic, many people have turned their backs on the catering industry and are now absent. We shot authentic photo motifs in well-known Düsseldorf restaurants and hotels. The focus is on people who want to (re)experience the special spirit of the hospitality industry. Over 500 out-of-home spaces were used for open positions in over 100 restaurants and hotels throughout the city.
Other highlights of the collaboration were the development of the corporate design for the Düsseldorf Museum and Theater Association and the development of the corporate design for sustainable mobility in Düsseldorf. Since developing the corporate design, we have been carrying out communication campaigns for the city, for example to raise awareness about the coronavirus vaccination. We are pleased about the ongoing and trusting cooperation!