Linz changed. The advertising message that has been known for more than a decade will not disappear, the new visual business card of the city of Linz just looks different. Striking: The lettering has a folded “I” instead of the upright one. This offers a free space that the city not only wants to use symbolically, as Mayor Klaus Luger said at the presentation on Wednesday morning. He sees feelings, joy and fun expressed, Linz presented itself as an innovative, creative city in which values are upheld.
For Municipal Director Ulrike Huemer, the new brand line, which was developed by an internal team in cooperation with the “Gruppe am Park” agency, also stands for new beginnings and a breath of fresh air in the Municipality. The new appearance cost 75,000 euros, with Communications Director Jürgen Tröbinger also pointing out that it is not “just about a logo, but also about the story behind it”. The “visual anchor” would also have to be changed on 7,000 forms alone. Quite apart from the fact that the uniform advertising line will also be changed digitally on all platforms.
The new external appearance was worked on for nine months. “It was super sporty,” said Tröbinger. Incidentally, everything is not changed at once, because this is not even possible. Basically, those responsible see the entire brand strategy as an “ongoing process”.
For Mayor Luger there is no doubt that Linz must become more conspicuous “in order to survive in the brutal competition between the regions”. Only strong brands could offer people clarity and orientation.
How quickly people will get used to the folded “I” remains to be seen. In any case, it doesn’t look so bad as a photo backdrop on Linz’s main square.
Source: Nachrichten
