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Reflecting Dresden / Corporate Identity

Reflecting Dresden
Reflecting Dresden

Discipline: Communication

Discipline: Communication

Dresden is one of Germany’s most interesting cities. Its sights worth and cultural attractions routinely excite tourists. Unfortunately, Dresden is undervalued in Germany and abroad. Awareness for the new brand identity of the state capital is to be raised, nationally and internationally. Dresden’s silhouette is particularly iconic, as it is reflected in the River Elbe. This feature gave rise to the CI: a horizontal axis in which the typography is reflected – and on which facts about Dresden are surprisingly disrupted. The new brand identity shows Dresden from unexpected perspectives and challenges the target group to give Dresden fresh reflection.

It was the humorous approach that we were particularly taken by with this idea for a brand identity for the city of Dresden: the campaign’s concept and implementation very ironically and charmingly play with the discrepancy between the self-evaluation as an important city of culture and the – at times – underestimated outside perception. Here, a successful design resets our perception of the allegedly familiar.
Jury Statement
Client / Manufacturer

Dresden Marketing GmbH

Dresden Marketing GmbH
Dresden, Germany

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Design

Scholz & Friends

Scholz & Friends
Berlin, Germany

Jens Agotz, Wolf Schneider, Jinhi Kim, Olivier Nowak, Yoanna Lyubenova, Jinhi Kim, Alexandra Turban, Elena Brandenstein, Katharina Kilian

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