Berlin isn’t just a city – it’s an attitude. A magnetic collision of people, cultures and eras. The task? To translate this unruly, layered identity into a contemporary brand and logo system. One that embraces individuality – yet celebrates what connects us all.
The new brand world begins with a simple, powerful idea: moving from the individual “I” to a collective “We”.
At the heart of the identity stands the bear – Berlin’s heraldic icon, reimagined for a new era. More open. More reduced. More human. A unifying symbol that radiates pride, belonging and inclusivity – far beyond the city’s borders. Anchored within a modular design system, it brings order to complexity and gives visual expression to the diversity that defines Berlin’s spirit.
Client
BERLIN
Industry
PUBLIC SECTOR
Services:
BRAND DESIGN · BRAND APPLICATIONS · BRAND ARCHITECTURE · CUSTOM BRAND TYPE · UI & UX DESIGN · ICON DESIGN
The smallest unit of the design system is the logo, combining the wordmark “BERLIN” and the bear—each framed by a fine line. These defined modules integrate rather than separate and can be flexibly extended and scaled in all directions. Text, imagery, and color can intentionally break out of the frame to fully unfold their impact.
After 30 years of the Brandenburg Gate, the new logo deliberately builds on familiar elements: it combines the name Berlin and the bear in the city’s signature colors. The modular frame presents both elements like a type case—the origin of the extended design principle. The logo is not always static; it can expand modularly and communicate directly. For smaller applications, it can be reduced to the B and the bear, or just the B.
Berlin is “indivisible,” “boundless,” and “free.” How does this self-image align with a modular design principle? Freedom does not mean anarchy. Freedom needs orientation and flexibility. The focus of the task was to find a simple design principle capable of handling the city’s high level of complexity. A stage for both big and small topics—one that connects opposites and brings like-minded people together.
The solution: an organizing principle that—like a type case or an Instagram feed—creates space for stories, images, and colors, giving them the attention they deserve.
Developed by Berlin-based type designer Hannes von Döhren – drawing inspiration from the lettering of Berlin’s subway stations and street signs. A contemporary typeface that echoes the geometric character of 1920s lettering.
The characters of Berlin Type were constructed on a grid. Precision and geometry create a functional appearance, while subtly rounded corners introduce a warm, friendly contrast to the clear architecture. Distinctive letterforms enhance the recognizability of Berlin Type. The varying letter widths create a dynamic rhythm, particularly in all-caps settings. The relatively high x-height ensures excellent legibility, even at very small sizes.
Jung von Matt BRAND IDENTITY ©2026
