Markenfamilie „die traditionellen Feste und Märkte Münchens“
Winner
Excellence in Brand Strategy and Creation
Brand Design – Corporate Brand
Credits
Company / Customer
Designer
Details
Three outstanding festivals form a unique brand family. The Oktoberfest Munich served as the starting point and beacon for the creation of a shared brand family representing Munich's traditional festivals and markets. In addition to the world's largest folk festival, the Auer Dult and the Christkindlmarkt Munich were also incorporated into a common brand home. Concise pictorial symbols, a specially designed typeface, and a modular design system create distinctive brand experiences in Munich.
The Jury‘s Statement
The traditional Munich festivals Oktoberfest, Christkindlmarkt and Auer Dult have established themselves as a unique phenomenon through the skilful combination of established tradition and modern branding. With the Oktoberfest as a flagship project, the initiative has succeeded in creating a distinctive identity through a concise visual language, a specially developed font and a modular design system. These elements combine the Auer Dult and the Christkindlmarkt under one roof and create an authentic brand experience that makes Munich’s way of life tangible worldwide. Through the innovative use of the Wiesn font as the basis for all visual and textual brand elements, the brand family shows how tradition and modernity can be successfully reconciled.
