background

Viele Gemeinden. Eine Region.

Corporate Design 

Nationalparkregion 

Schwarzwald

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Aufgabe

Die Nationalparkregion Schwarzwald ist ein unentdecktes Juwel. Dabei haben die Region und ihre Gemeinden ganz eigene Schätze zu bieten, die sie vom Nationalpark Schwarzwald abheben, sei es die kulinarische Sterneküche oder die besonders gute Luft. Das Ziel: Die Region durch ein Rebranding sichtbarer machen.

Idee

Vielfalt. Viel Wald. Viel Herz. Die Grundlage für das Rebranding ist die Vielfältigkeit der Region und ihrer Gemeinden, die auf gemeinsame Werte bauen: Naturerlebnisse, Heimatverbundenheit, eine offene regionale Identität, Qualität sowie Nachhaltigkeit und Innovation. Im Design setzen wir deshalb auf einen gestalterischen Werkzeugkasten, der ebenso vielfältig ist wie die Region selbst.

Umsetzung

Für den Gestaltungsprozess ließen wir uns von Wegweisern und Wanderpfaden leiten. Das Ergebnis? Ein multimodulares System, in dem sich niemand verirrt. Mit dem neuen Corporate Design konnten wir so eine zielgruppenspezifische Markenkommunikation umsetzen und die Grundlage für eine moderne Website schaffen. Auch das Logo greift diese Idee auf und bietet Raum für die vielen Gemeinden der Region. Denn wie der neue Claim schon betont: Schwarzwald bedeutet nicht nur viel Wald, sondern auch Vielfalt.

Tailored for trails. Das multimodulare Logo und der Claim haben uns zu einer Kollektion inspiriert, die sich nahtlos in die Natur einfügt. Die Kollektion repräsentiert dabei die Werte der Nationalparkregion Schwarzwald nach innen und außen. Mit dabei: Wander-Essentials wie Regenschirme, Trinkflaschen und Fischerhüte. Auch Stocknägel, die traditionell an Wanderstöcken befestigt werden, haben wir so in die heutige Zeit gebracht.

Bild von Merchandise Artikel Fischerhut mit Slogan Bild von Merchandise Artikel Trinkflaschen Bild von Merchandise Artikel Wanderjacke Bild von Merchandise Artikel Regenschirm
Farbenfrohes Bild von einem Broschürentitel

Color-coding for the win. Jede Themenkategorie bekommt in der modularen Welt eine fest zugewiesene Farbe. Alles unter der Maßgabe, maximale Struktur und Orientierung zu schaffen.

Bild mit einer Darstellung der Secondary Colors

Icons in style. Die Icons stehen für die einzelnen Themenbereiche und können beliebig erweitert werden. Die Icon-Stilistik haben wir aus der Ästhetik der Typografie abgeleitet. Die Punzen der Schrift sind zum Beispiel Basis-Elemente der Icons. Das Ergebnis: Schriftbild und Icons harmonieren sehr gut miteinander und ergeben eine einheitliche Formensprache.

Bild eines Stocknagels im neuen Corporate Design

Flexibility in focus. Die Layout-Elemente können modular angeordnet werden. Das Raster bietet Spielraum und Flexibilität, um unterschiedlichste Inhalte unterzubringen. So ist der Einsatz von plakativen und kleinteiligen Elementen möglich. Am unteren Rand des Logos können zum Beispiel weitere Module eingefügt werden. Damit sind die verschiedenen Gemeinden, aber auch Icons zu Themen wie der Tier- und Umwelt in das Logo integrierbar, ohne von der Designsprache abzuweichen.

Bild von Visitenkarten im neuen Corporate Design

Great, even if it’s small. Das flexible Layout lässt sich mühelos auf alle wichtigen Medien übertragen. Vom A0 Plakat bis zur kleinsten kommunikativen Einheit: der Visitenkarte.

Bilder des Wanderguides in neuem Corporate Design

Let’s wander. Der neue Auftritt ist auch Grundlage für Wanderguide-Templates, in denen Karten, Wander-Icons, Übersichtsseiten und viele weitere Seitentypen Berücksichtigung finden mussten.

Bild von einem Kampagnenmotiv auf einer Plakatwand

Leading the way. Für unsere Kampagne haben wir ein auch ein modernes Leitsystem entwickelt. Wegweisend waren hier: gut lesbare Icons, die Reisende durch die Region führen. An beliebten Aussichtspunkten gibt es zudem spezielle Fotospots im passender Rahmen-Optik. Perfekt für den perfekten Social Media-Post. Der darauf angebrachte Claim variiert je nach Region. So ist ebenfalls in Planung: ein gebrandeter Kiosk, der sich harmonisch ins Umfeld einfügt und bekannte Designelemente aufgreift.

Bild von einem neuen Schild mit Icons aus dem Corporate Design

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Das Corporate Design verleiht der Region nicht nur eine neue visuelle Identität, sondern wurde von den verschiedenen Gemeinden auch begeistert und erfolgreich adaptiert. Dank des dynamischen und modularen Systems ist es uns gelungen, die Region sichtbar und erlebbar zu gestalten.

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