Deutschland-hero

Studio New Work: Deutschlandfest 2012 identity

Work / Graphic Design

Studio Newwork expertly brand the bizarre-sounding Deutschlandfest

The idea of promoting German culture in Japan seems faintly ridiculous, conjuring scenes of lederhosen-wearing cultural ambassadors demonstrating the preparation of würst and schnitzel to a baffled Japanese audience, all backed by a Kraftwerk soundtrack. I’m sure that’s not how it was at Deutschlandfest 2012 in Tokyo (there’s far too many stereotypes going on there to constitute a real event), but even the bizarre name does nothing to dispel the ludicrous image.

In fact the only thing that really grounds Deutschlandfest in the realms of the plausible is Studio Newwork’s restrained identity, with its references to Bauhaus primary colour palettes and crisp kanji characters rendered in Germany’s black, red and yellow. It’s a deservedly serious and visually striking identity for an event that was (hopefully) much more worthwhile than the one I’ve just described.

Deutschland-1

Studio Newwork: Deutschlandfest 2012 identity

Deutschland-8

Studio Newwork: Deutschlandfest 2012 identity

Deutschland-5

Studio Newwork: Deutschlandfest 2012 identity

Deutschland-4

Studio Newwork: Deutschlandfest 2012 identity

Deutschland-3

Studio Newwork: Deutschlandfest 2012 identity

Deutschland-7

Studio Newwork: Deutschlandfest 2012 identity

Deutschland-10

Studio Newwork: Deutschlandfest 2012 identity

Deutschland-9

Studio Newwork: Deutschlandfest 2012 identity

Deutschland-2

Studio Newwork: Deutschlandfest 2012 identity