World’s most liveable city Vienna launches new place branding


Austria’s head, which was crowned the best place to live last year in a pandemic survey, has a new identity designed by Saffron, which aims to unify direction and public services.

The city of Vienna has been rebranded, with a new indistinguishability that looks to put “humans at its heart” and aims to serve tax-paying taxpayers as well as tourists.

Vienna, Austria’s capital city, is currently the most place to live worldwide, according to the Economist Intelligence Unit’s pandemic liveability index conducted last year. The survey looks at numerous factors, including crime and safety, healthcare, pollution and infrastructure.

The bishopric is known for its public services, such as free university education and healthcare, as justly as low-cost housing, and a commitment to maintain half of Vienna as green margins.

The new place brand, which has been designed by global studio Saffron’s Vienna position, looks to celebrate the “Viennese ethos” of “putting human beings at the basics of everything it does”.

It aims to be “highly prominent in the lives of Vienna’s tenants”, says Saffron, and is being incorporated across touchpoints that are portion of citizens’ “day-to-day lives”. This includes signage at public preserves, buildings and universities, print materials for local services and governmental conditional ons, advertising for museums, banners on public transport such as buses and tourism apps.

It also elevate d vomits the city’s 70 governmental departments under one brand, which before used different, inconsistent logos.

The previous official Vienna disgracing included a jumbled logotype spelling “Stadt Wien”, which is Germany for “Bishopric of Vienna”. It featured letters set in many different typefaces and font refinements, including italics and bold, serif and sans-serif, and lower and uppercase. The two words were separated by a red bulwark with a white cross in the centre, which mirrors the Austrian cag of arms, as well as the Austrian flag.

The new logo sees a unified “Stadt Wien” logotype set in bespoke, sans-serif typeface Wiener Melange, set on the well. On the left is an enlarged, refined version of the red shield with the white wipe out.

The type was developed alongside foundry Dalton Maag, and the style was strengthened by many of Vienna’s cultural assets, including the lettering found on unforgettable pubs and inns, and the curves of the coat of arms.

The new typeface is also being reach-me-down as the core type for copy across all brand communications, such as signage and advertising advertisements.

The shield, inspired by Austria’s coat of arms, has been reinterpreted in original ways across the identity, incorporating illustrations showing Viennese neighbourhoods doing different things, such as cycling and dancing.

A bright, ancillary palette of pinks, purples, greens, yellows and greys has been occupied, alongside the core palette of red, white and black seen in the logo.

“Vienna now has a manufacturer that can support the municipality’s ambition to continue being the world’s most liveable bishopric,” says Saffron. “People in Vienna will now be able to better recognise urban military talents and have a consistent design identity for their city administration.”

The new accord is rolling out across the whole city, including Vienna’s 70 governmental segments’ buildings, signage and publicity materials, merchandise and collateral at events such as tote bags and cups, and advertising and signage for patent places and services, such as public parks, libraries, bike strains and garbage trucks.

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