Identity. Deutsche Schule Moskau

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Deutsche Schule Moskau (German School Moscow) Identity and branding

The German School Moscow is a School at the German Embassy in Russia, everyone who can speak German can attend classes. The project should attract both new teachers and new junior school students from Russia and from Germany. The aim was to undertake a massive rebranding of the German School Moscow turning it into a more international and modern educational institution.

Schools in general often do not have an identity at all, because of the absence of such a need and because a school is not considered as a brand. Whereas such an approach could bring educational institutions many benefits, including a more friendly environment for those who study there.

During the project there was a workshop, which was organized in collaboration with the German School Moscow students. The workshop represents a short creative session with the students, to generate identity ideas together and to involve them into the design process. They helped me to choose the brand color — amber yellow, which is warm like the atmosphere in the school.

The main idea is a bridge between Russia and Germany, this is also what the positioning of the school sounds like. This can be seen in the logo where the letter D (Deutschland) is connected with M (Moscow) through the S (School). This idea also made it possible to develop a font, which helped to create an identity. In the font there also can be seen paths that are connected with each other, at the same time the font looks modern and somehow even international. On the posters the bridge idea also is implemented in a line that represents the bridge and is placed behind the photos and content.

DSM (Deutsche Schule Moskau) — это школа при посольстве Германии в Москве. Здесь говорят и обучают на немецком языке. В 2022–2023 году у школы намечается новый вектор развития.

Позиционирование звучит как Школа — мост между Россией и Германией. В дизайне должна читаться как немецкость, так и интеранциональность.

Идея с мостом теперь представлена в логотипе, ведь мост — это когда мы идем из Deutschland, идем из Moskau и встречаемся в Schule. Идея продолжается в шрифте и айдентике. Через весь стиль проходит метафора соединений и пути через мост.