The Peter Schmidt Group has developed a unified appearance for Bavaria’s double anniversary in 2018
In 2018 the German state of Bavaria will honour two major anniversaries: 100 years of being a free state as well as 200 years as a constitutional state. Under the motto “WIR FEIERN BAYERN” (WE CELEBRATE BAVARIA) the Bavarian state government has planned numerous activities to encourage all Bavarian citizens to participate in commemorating this momentous year. For this occasion the Peter Schmidt Group has developed a unified appearance, including a common logo and branded system as well as a supplementary font, that embraces all of the numerous activities which will take place.
Ulrich Aldinger, Creative Director at the agency’s Munich office, and his team were responsible for the word-picture-logo and Bavaria’s long history of success and strong sense of unity had played a significant role in its creative development. A common logo composed of well known national elements symbolically represents Bavarian characteristics which quickly identify it as being part of the anniversary program: The Bavarian diamond in the state’s colours of white and blue has been re-interpreted through decorative, unifying bands which reflect the diversity and cohesion of the state while the overall appearance promotes the commemorative activities in both a recognisable and orientated manner.
To communicate different occasions the design also permits the logo to be enhanced with supporting event branding that allows the organisers to highlight individual activities through additional lettering, numbers and symbols. These events include discussion rounds, theatre and short film performances as well as music competitions. Yet, in order to preserve a unified appearance all additional elements have been designed to complement the common logo, rather than replace it, while the decorative bands themselves can also be used as an ornamental feature. The Peter Schmidt Group has also developed an animated version of the logo for use in motion picture applications.
"The Bavarian State Ministry is the third major institution that we have supported from our office in Munich over recent years as the state’s capital increasingly becomes a location of growing importance," said Ulrich Aldinger. The Peter Schmidt Group has also designed the brand appearance for the Galleries of Munich and the House of Bavarian History as well as the Goethe Institute.
The project for Bavaria’s 2018 anniversary celebrations was secured as part of a European wide tender that had been won in conjunction with the Peter Schmidt Group’s sister agencies, Ketchum Pleon and BBDO Live, which will oversee public relation activities and event management for the festivity program.