New corporate design for the federal state of Baden-Württemberg
In harmony with “THE LÄND”
The design and branding agency Strichpunkt has reinterpreted the national coat of arms and the colors of the national flag. With a focus on accessibility, the modernized CD is now closely linked to the overarching campaign “THE LÄND”.
Stuttgart, October 15, 2024. (Press Release)
The Stuttgart-based company Strichpunkt is responsible for the new corporate design of the federal state of Baden-Württemberg. As part of a tender, the branding agency was awarded the contract by the state administration in October 2023. Strichpunkt assumed the task of modernizing the more than 20-year-old corporate design of the state and also developing a digital, cross-authority design portal.
The new appearance reflects the self-image of the Baden-Württemberg brand, which seeks a balance between tradition and modernity. The focus is on the three essential attributes: high-contrast, clear and flexible - always with a focus on accessibility. The state coat of arms has been reduced to the central element, the three striding lions. The national colors black and yellow have been reinterpreted in a fresh, digital color palette to combine past and future.
Modern icon system as a core feature
The bold yellow and the main color black ensure recognizability and harmony between the new CD and the overarching brand campaign “THE LÄND”. However, the yellow is used more sparingly in the national CD and combined with plenty of white space for text. The striking BaWue Serif was developed as the new corporate font for headlines and the functional BaWue Sans for continuous text. In order to meet accessibility requirements, the individual letters were designed with clear boundaries and sufficient height so that they are easily distinguishable. In addition, the bold color contrasts, and generous line spacing contribute to better legibility. The new state design is based on the current accessibility requirements and was coordinated in close cooperation with experts from the state administration.
A central feature of the new federal state CD is the icon system, which impresses with its clear, distinctive lines and includes both illustrative and functional icons. Icons are also used as user interface elements. In addition, a varied imagery was created: Characterized by a natural style, the diversity of the region is shown here - from traditional to modern, from rural to urban.
Design portal is open to the public
The new assets have been documented in a design portal. Clear guidelines and templates facilitate the use of the individual design modules. Thanks to the open source model, which will be partially accessible to the public, future designs can be developed decentralized and made available centrally. This reduces bureaucratic hurdles and increases efficiency in media production. The portal is the basis for a consistent design of the analog and digital touchpoints of the state of Baden-Württemberg.
Peter Matz, Studio Lead and Member Of The Executive Board at Strichpunkt: “To develop the corporate design for our own federal state, which is oriented towards the needs of the citizens, embodies a reliable sender and reflects the identity of the region, is a special honor for us. This project combines aesthetics and function at the highest level. The design system enables a streamlined and accessible communication of information and, with its modern approach, underlines the goal of embodying a future-oriented administration - whether analog or digital. In addition, the CD fulfills the various requirements and is easily scalable. It can continue to grow steadily - with all future content challenges.”
Rollout by the end of 2025 The internal launch of the new federal state CD took place in May 2024. The gradual conversion of all digital and analog channels of the federal state administration should be completed by 2025. This also includes integration into websites, social media and business materials.
