Osnabrück verbindet. Die neue Identität setzt ein starkes Zeichen für die Zukunft.
Winner
Excellence in Brand Strategy and Creation
Brand Design – Corporate Brand
Details
In late 2022, Osnabrück launched an open participation process to redefine its identity. Workshops with 100+ participants and a survey of 6,500+ residents and skilled professionals defined six strengths: Strong middle class and start-up scene, university as part of city life, cityscape with historical flair, attractive leisure activities, nature and the Netherlands on your doorstep, a city of peace in practice. In 2025, the new city logo was introduced. A bridge element as a line above the “U” symbolizes connections; parts can be adapted in an organization’s own colours after approval.
The Jury‘s Statement
The starting point was a city with many qualities, but without a clearly defined brand perception. Marketing Osnabrück has developed a city identity from this, derived through participation and condensed into a visually precise form. The bridge element in the logo articulates the guiding idea of connection not only symbolically, but as an applicable system for different senders and contexts. This gives the brand a resilient form that brings together heritage, the present and future city communication.
