Based on the mission statement of the Office for Sport and Exercise of Stuttgart, the state capital of Baden-Württemberg, we developed a new logo as well as the initial campaign for one of the city’s sports programs,
“Sport im Park”, as part of a design pitch.
The Office for Sports and Exercise is the city’s contact point and advisory body for all matters relating to municipal sports in Stuttgart. With sports programs such as “kitafit”, “Sport im Park” or “bewegt&aktiv”, Stuttgart residents of all ages and backgrounds are encouraged to be physically active.
The Office for Sports and Exercise is the city’s contact point and advisory body for all matters relating to municipal sports in Stuttgart. With sports programs such as “kitafit”, “Sport im Park” or “bewegt&aktiv”, Stuttgart residents of all ages and backgrounds are encouraged to be physically active.
Word mark
The shape, reminiscent of an illustrated lightning bolt, consists of dynamically distorted letters, creating an energetic wordmark flying at people like a cheer.
Colors
A bright cyan combined with an energetic blue form the two basic colors. These can also be combined in a gradient that can give backgrounds or the logo itself even more dynamism
Imagery
The key images for “Stuttgart bewegt sich!” focus on people enjoying movement. They are portrayed in close, authentic motifs that are characterized by a dynamic light and focus on the moment.
Campaign
By launching a new campaign for the “Sport im Park” program in may 2022, the brand’s new corporate design was successfully rolled out in the Stuttgart metropolitan area.
Branding
The “Stuttgart bewegt sich!” wordmark in combination with the brand colors is the central component of individual communication media, such as giveaways or merchandise.
