CDU Hamburg: A Fresh and Dynamic Brand Identity

Award-winning design by Politikwerft Designagentur

The relaunch of the CDU Hamburg's brand identity encompasses a comprehensive overhaul of its visual language, responsive websites for all organizational units, and contemporary design elements. The goal is to strengthen the party's connection with the Free and Hanseatic City of Hamburg and its citizens.

The centerpiece of the new brand identity is the word and figurative mark, commonly known as the logo. It combines the word mark "CDU" with the Hamburg symbol, featuring a castle with three towers. The middle tower represents the medieval Mariendom, while the two stars on the outer towers, known as Mariensterne, pay homage to St. Mary, the city's patron saint during the Middle Ages. The logo can be filled with images and colors, allowing for versatile design applications.

The CDU Hamburg's brand logo does not have a fixed size, providing flexibility for its usage across various media. This adaptability ensures that the logo maintains its visual impact regardless of the medium it is displayed on.

During the design process, the Politikwerft Designagentur team conducted extensive research on the party's background, the nature of the city's society, the party's main topics, and its culture. This research served as the foundation for integrating these elements into the brand image, creating a cohesive and authentic representation of the CDU Hamburg.

One of the main challenges faced by the design team was finding the balance between expressing the party's values and avoiding information overload. By focusing on abstract shield imagery, the team successfully conveyed the brand's protective attributes without overwhelming the audience with excessive content.

The new brand identity of the CDU Hamburg not only enhances its visual appeal but also improves its communication effectiveness. The relaunch allows people to immediately recognize the party's attributes, creating a strong brand presence.

With its modular structure, the redesigned brand identity equips the CDU Hamburg for future communication challenges. This structure enables professional brand management and ensures a consistent brand appearance across different media and target groups. The revised logo incorporates fresh colors and modern typography, reflecting the party's competence, progress, and diversity.

The outstanding design work by Politikwerft Designagentur has been recognized with the prestigious Iron A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2024. This award acknowledges the design's excellence, practicality, and innovation, meeting professional and industrial requirements. The CDU Hamburg's new brand identity stands as a testament to the agency's commitment to industry best practices and competent technical characteristics, contributing to a better world.