Uniform party design: Union presents new logo: “CDU is going black again”

In the television graphics on election evenings, the CDU usually already has a black bar – now the color is also included in the party logo. In general, a refreshed look should complement the ongoing realignment.

The CDU will present itself with a new party design in the future. After 50 years, the three letters CDU are again black instead of red, and the basic color is a light turquoise blue, as General Secretary Carsten Linnemann said at the presentation on Tuesday in Berlin. The logo now also includes three stripes in black, red and yellow pointing to the top right. The redesign is intended to standardize the appearance nationwide, after some CDU regional associations had already used shades of blue. “The CDU is going black again,” said Linnemann on stage at the newly redecorated party headquarters. And that stands for prudence, clarity and concentration on the essentials. The letters C, D and U were once black, but since 1972 they have been red, as was explained. The black, red and yellow stripes are intended to represent a “CDU bow” in the national colors, which is intended to represent new beginnings and dynamism. Ballpoint pens with a new look are already available.

STERN PAID 31_23 Carsten Linnemann CDU 11.54

CDU eliminates logo “mess”

What particularly catches the eye is the new basic color of turquoise – on the flags in front of the Konrad Adenauer House, which were long orange, or on the large background wall on the stage in the foyer. Linnemann immediately countered associations that this could be based on the turquoise of the friendly Austrian People’s Party (ÖVP) or the blue of the AfD. There has been a trend towards shades of blue in election campaigning CDU state associations since 2017, most recently in the victorious campaign in Berlin or currently in the Hesse CDU.

In the design concept developed by the Guru agency, the new CDU turquoise was given a party-historical charge. The basic color is called “Cadenabbia”, named after the Italian vacation spot of the first CDU chancellor Konrad Adenauer. And it should embody vitality, confidence and freedom. The “complementary color” is a dark blue called “Rhöndorf”, named after Adenauer’s place of residence near Bonn. The new look should now win the hearts of the regional associations, as Linnemann said. Because when it comes to the design of the CDU logos, there is a lot of confusion so far, from black to orange to blue and red.

Renewal after loss of power in 2021

The new look is intended to be part of the renewal process that the CDU initiated after losing power in the 2021 federal election. This includes a fresh basic program that is to be decided in 2024 – the current one dates back to 2007. The fact that the new logo is now being launched in advance also has organizational reasons, as Deputy Secretary General Christina Stumpp said – namely the necessary advance notice Preparations for local elections in early summer 2024. The CDU did not provide any information about the costs of their visual renovation. Balloons and ballpoint pens in the old design should still be able to be used, as it was said. CDU CSU party exclusions, 21.55

It has now become common practice for parties to continue to develop and modernize their brands in a similar way to companies. For example, the FDP underwent a major renovation in 2014/2015, which also included a new logo, new colors and a more modern font. Since then, it has been called “Free Democrats” in blue letters above a magenta bar with the three yellow letters FDP. It wasn’t until mid-September that the Greens presented their new basic design, which replaced the previous look after eight years. The new main color “Fir” is slightly darker than the previous look. And it should stand for the “role as a governing party and the associated responsibility towards the country and its people,” as it was said.