GERMAN BRANDING DESIGN RESEARCH COLLEEN BURNS
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BAUHAUS
Bauhaus is well known for its famous approach to design and has had a profound influence upon art, architecture, graphic design and typography. This has been filtered through into the school’s publication design and can be seen within the collected images upon this page. The bottom two images on the left show a ticket and a public information leaflet displaying Bauhaus’ classic approach to design – clean and simple whereas the other images show a ‘new and modern’ approach to Bauhaus’ image. The leaflet (far left) shows a collection of images and type brought together through the use of colour, layers and grid layout to communicate the written word. The linking factor within these publications is the striking typography (which at times can be a little difficult to read) and bold colours which go against the other colour schemes of previous publications but create a new identity for Bauhaus away from the simplistic black and white design. Personally I prefer the coloured documents produced in Bauhaus’ new style and the striking layout and typography create something welcoming and inviting to read.
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MEININGER
Collected from the hostel we stayed in whilst in Berlin, its clear to see Meiningers graphic identity is strong and consistent throughout its leaflets, posters, key cars and website. The colour scheme is predominantly red and contrasts well against the black and white photography used within the majority of its publications – which provides the Hostel with a sense of sophistication and professionalism. A contrast to the stigma associated with hostels as the quality is often considered less in comparison to a hotel. The logo of Meininger is extremely simple and easily recognizable within the cityand not just Berlin as Meininger spreads from Berlin to Cologne, Hamburg, London and other destinations within Europe. The only negative aspect I can see within Meinineger is the ‘golden ticket’ (shown above) from their welcome pack as I feel that it doesn’t really fit with the strong identity that the company is portraying. GERMAN BRANDING RESEARCH 04
MUSEEN
STAATLICHE
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I think this is one of my favourite branding leaflets from Berlin because of the simplistic layout/colour scheme that they have taken to the design of this. When folded the image and bd are emphasised, contrasting well against the white background. The inside follows this theme and when opened reveals the negative white on black minimal layout similar to the front creating a striking graphic identity for this particular gallery/exhibit. 07 GERMAN BRANDING RESEARCH
DAIMLER
Daimler contemporary gallery is a small modern gallery situated on Postdamer Platz, Berlin. The graphic identity follows the theme of the gallery showing a minimalistic approach to the design of their leaflets with a main image followed by an overlay of black and red text. The bottom leaflet contrasts against the other leaflets as it is advertising a different exhibit but is tied together by the ‘Daimler’ stamp and continuity is kept with the use of the same font (similar to Arial) and clean simplistic layout for the body of text on the reverse of the leaflet which is additionally similar to the leaflet of bd following the idea that ‘less is more.’
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BVG
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