MetaDesign develops the logo for the 2011 Business of Design Week in Hong Kong for the German Design Council
Presentation of the logo on 19 August 2010 at Federal Ministry of Economics and Technology in Berlin
“Brand New Germany” is Germany’s motto as partner country to the renowned Business of Design Week (BODW) 2011 in Hong Kong. The Asian event has developed over the last five years into the most important design and creative industry meet in the region. A different country is invited to be the event’s partner each year. In 2011 Germany will present itself at the event as the country of innovation and attractive international brands. BODW provides a timely and unique chance to breathe fresh life into the “Made in Germany” quality seal on design, lifestyle and creativity and to interpret it in unexpected ways.
The German Design Council is the cooperation partner for the event. It is one of the leading global competence centers for communication and knowledge transfer in the design sector. The German Design Council commissioned MetaDesign, Germany’s leading corporate identity, corporate design and branding agency, to develop the logo. MetaDesign worked together with an international team, MetaDesign’s Beijing subsidiary providing essential input. The agency developed a logo that conveys a fresh and positive image of Germany. Clichés and stereotypical symbols were deliberately avoided. The image logo uses the letters BNG (Brand New Germany), their overlay mirroring the many facets of the creative sectors and how they interdependently inspire each other. The colors are based on the colors of Germany’s flag, but a more contemporary interpretation. The lettering and the use of gold lean towards the corporate design of the German Design Council. For the first time a Chinese translation is incorporated into the image logo.
Florian Dengler, Executive Creative Director, and Marco Mittenzwey, Senior Designer are responsible for the development and implementation of the BODW logo at MetaDesign. They were supported by a Sino-German team.
“Our objective was to dust off and provide a contemporary interpretation of Germany’s image as a designer country. Furthermore, it should represent the diversity of Germany’s forms of expression, be restrained but nevertheless stand out from the flood of communication” commented Professor Uli Mayer-Johanssen, Chairwoman of the Executive Board of MetaDesign AG.
MetaDesign has been represented in China by a subsidiary since 2008. Its office based in Beijing supports customers such as Volkswagen, Bosch, Nokia Siemens Networks, Haier and the Zheijang Daily Press Group. The subsidiary was founded in 2008 for their customer Volkswagen and now has 20 employees. Since the beginning of 2010 the Beijing office has been managed by long-time MetaDesign employee Rupali Steinmeyer.
The logo is available here
MetaDesign is Germany’s leading agency for corporate identity, corporate design and branding. The name MetaDesign stands for internationally renowned strategic consulting for the development of corporate and brand appearance. Through corporate design, sound, 3D and interactive branding, MetaDesign transforms strategic concepts into high-impact brand experiences. MetaDesign has offices in Berlin, Düsseldorf, Beijing, San Francisco and Zürich. A total of 250 employees support such clients as Audi, Volkswagen, Siemens, Triumph, Deutsche Post DHL, Nokia Siemens Networks, Munich Re and ENTEGA.