Entwicklung Dachmarke Mediengruppe Mitteldeutschland
Winner
Excellence in Brand Strategy and Creation
Brand Design – Logo
Details
When two powerful media groups pool their resources under one roof, identity becomes a lever for success and skill. Our task was to bring clarity and relevance to the branding of the new, unified “Mediengruppe Mitteldeutschland” (Central German Media Group). In the process, we first established identity-building rally points internally in order to then demonstrate strength and unity externally. With the new logo, we emphasize the foundation (opened print medium) and the future (digital play button). The “M” becomes a meaningful symbol, not only for the launch campaign. Connectedness and forward-thinking are our progressive value pillars.
The Jury‘s Statement
Where a complex portfolio of independent media brands had previously made orientation difficult, the umbrella brand of Mediengruppe Mitteldeutschland establishes a clear point of reference. The new sign condenses this ambition into a reduced M that brings together print, digital use and a shared foundation in one concise form. Crucially, the logo does not remain isolated, but functions as a resilient system for the brand network and visibly organises a sense of belonging.
