Interview about CDU Hamburg Brand Identity, winner of the A' Graphics, Illustration and Visual Communication Design Award 2024
With a new brand identity, the design team prepared the CDU Hamburg better for the communication challenges of the future. The basis for the future work of the brand is the developed modular structure, which enables professional brand management for the evolving parties. At the same time, the design achieves design unity and flexibility, thus ensuring a unified brand appearance across different media and different target groups. The revised logo combines fresh colors and modern typography to reflect competence, progress and diversity.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThank you! The transformation of the CDU Hamburg brand identity was an exciting challenge—one that required a thoughtful balance between honoring the party's core values and crafting a visual language that resonates with a modern audience.When we embarked on this project, the goal was clear: to create a design that felt fresh and forward-thinking, while still being rooted in the CDU's traditions and values. The CDU, as a political institution, stands for stability, responsibility, and trust—qualities that we didn’t want to lose in the redesign. At the same time, we recognized that the political landscape was evolving, and the visual identity had to reflect the energy and dynamism of a contemporary political party.Here’s how we approached the balance:Core Values and Historical Continuity: We made sure that the foundational elements of the CDU’s identity were respected. The party's traditional color palette, particularly the strong use of blue and its association with trust and professionalism, was retained. These were familiar elements that the electorate has known and trusted over the years. The logo itself was reimagined to keep the essence of the party’s established image, while enhancing it to appear more approachable and aligned with today’s digital-first communication landscape.Modern Typography and Clean Lines: The new typeface was chosen to reflect both clarity and modernity. It was important that the typography not only represented the party's values of seriousness and trustworthiness but also felt current. A clean, sans-serif font was selected to bring a sense of openness and clarity—traits that are critical in a time when political discourse often feels cluttered and fragmented.Symbolism and Reinterpretation: One of the major shifts was the reimagining of the party’s traditional emblem. Rather than simply recreating it, we focused on distilling the symbol to its most powerful, minimalist form—making it more versatile and suited to digital environments without losing its connection to the past. This subtle shift allowed us to modernize the visual identity while retaining its symbolic meaning.Digital-Focused Approach: Given the increasing role of digital communication in politics, we focused on creating a design system that worked across both traditional and digital platforms. From website layouts to social media graphics, we ensured that the new identity was flexible enough to work across all media, with an emphasis on clarity, legibility, and accessibility.Empathy for the Audience: The redesign also involved understanding the evolving expectations of the electorate. People are increasingly seeking authentic connections with political parties, so our design needed to convey a sense of transparency, approachability, and engagement. We incorporated dynamic visual elements that evoke a sense of progress and forward-thinking, while staying true to the CDU’s commitment to its values.Consistency Across Touchpoints: A key aspect of the rebranding was ensuring consistency across every touchpoint, whether it’s a campaign poster, a website, or social media. This consistency ensures that the CDU’s visual language feels unified and cohesive, reinforcing the party’s message across all platforms.In the end, the transformation was not about creating something completely new but about evolving the identity in a way that felt both modern and rooted in the party's tradition. We sought to achieve a timeless balance between the CDU’s legacy and the changing needs of the political environment—a challenge that was ultimately both inspiring and rewarding.
The modular approach to the CDU Hamburg brand identity was driven by the need to create a flexible and adaptive visual system that could meet the challenges of today’s ever-evolving digital landscape.Here’s the inspiration behind it and how it addresses the communication needs of political parties in the digital age:1. Flexibility for Diverse TouchpointsPolitical parties today communicate through an increasingly wide array of channels: traditional media like printed flyers and billboards, but also digital platforms such as social media, websites, apps, and even virtual events. The modular structure allows the CDU Hamburg brand to maintain visual consistency across all of these mediums, despite the differences in format and audience. This flexibility is critical when a party needs to engage with voters who may be consuming information via mobile, desktop, or on physical materials.2. Adaptability to Various Campaigns and MessagesA modular system allows the brand to be used across various campaigns or initiatives without losing its identity. Political communication is often subject to quick shifts, whether it’s reacting to breaking news, pushing an urgent message, or launching a new policy initiative. The modularity of the system lets the CDU Hamburg design adapt rapidly to different content while still adhering to the core brand principles.For example, specific visual elements—like the logo, color palette, and typography—can be combined or emphasized in different ways depending on the context of the message. A simple and powerful message about climate change might call for a fresh design application, while a campaign focused on local community issues might feature a different approach within the same modular system. This ensures that all communications feel tailored and relevant but are still part of the same unified, recognizable identity.3. Responsive Design for Digital PlatformsThe digital space has become the primary platform for political discourse, especially with younger voters who interact more via social media, apps, and online videos. We needed a design system that could scale across all these digital touchpoints, ensuring legibility and clarity on everything from social media posts to mobile apps to video content.With a modular design, we could create a visual identity that adapts seamlessly to various digital environments. The system allows components to be resized, repositioned, and re-contextualized easily without losing the brand’s core visual integrity. It’s a system that’s built for today’s needs and future-proofed for technological advancements.4. Engaging Younger VotersYounger generations expect dynamic, visually stimulating content that speaks to them directly, especially in the digital sphere. The modular structure allows CDU Hamburg to engage these audiences with fresh, varied designs that still stay true to the party’s values. By offering a wide variety of graphic elements and layouts, it enables the creation of content that feels new and exciting without the constraints of a rigid, one-size-fits-all brand approach.5. Enhanced Personalization and TargetingPolitical communication is becoming more personalized, as parties now have more data and insights into voter behavior and preferences. With modular design, CDU Hamburg could tailor visual messaging for specific audiences. Whether targeting a particular region or a particular demographic, the modular system provides the freedom to create localized or focused content without compromising brand integrity. This enables highly relevant and targeted communication.6. Future Growth and ScalabilityFinally, the modular approach ensures that the brand identity can scale and grow over time. Political parties often expand their reach, introduce new programs, or even collaborate with other organizations. A modular structure allows the brand to be built upon and evolved in the future without requiring a complete redesign. It offers longevity, ensuring that the CDU Hamburg’s visual identity can remain fresh and relevant, even as political landscapes shift.
Absolutely! The shield element in the CDU Hamburg Brand Identity is indeed a crucial part of the visual language, symbolizing the party’s protective role, its commitment to safeguarding core values, and its stability within the political landscape. The challenge was to retain the essence of the shield while giving it a contemporary and more abstract interpretation to resonate with today’s audience, without losing the symbolic weight it carries.1. Preserving the Protective AttributesThe first step was to recognize the fundamental role the shield played in the traditional CDU Hamburg identity. Historically, shields have been symbols of defense, protection, and security, all of which align with the party’s central mission of ensuring safety, stability, and a sense of reliability for its constituents. It was vital that we maintained these protective attributes in the new design.Rather than simply replicating the traditional shield, we focused on distilling its core attributes—protection, strength, and defense—into a more minimalistic and modern form. The shape of the shield itself was abstracted into a more simplified and geometric form, which still evokes the idea of protection, but in a more subtle and less literal way.2. Embracing Simplicity and Clean LinesIn modern design, there's a tendency toward simplicity and elegance. The original shield was very detailed and intricate, but we wanted to simplify it to meet the contemporary design trend of clean, sharp lines and a more streamlined look. This would not only help with the visual impact of the symbol, but it would also ensure better scalability across various formats, from small icons on social media to large billboards.By focusing on the silhouette of the shield—removing unnecessary flourishes and excessive detail—we created a stronger, more adaptable symbol. This transformation allows the shield to stand out clearly in any context, whether on a website, app, or printed material.3. Modernizing the Shield without Losing MeaningThe key was to make the shield look modern, without stripping away its historical significance. We worked closely with the CDU Hamburg team to make sure that every modification still aligned with the party’s values and legacy. The shield’s color scheme, for example, was carefully selected to stay rooted in the party's tradition while allowing the design to feel fresh and relevant in today’s landscape.We also worked to ensure that the abstracted shield would still evoke its original meaning. The sharpness and geometry of the new shape subtly suggest strength, security, and defense without being overly aggressive. This balance of simplicity and symbolism was crucial.4. Iconic and Versatile DesignA modernized shield needed to be versatile enough to work in a wide range of contexts, from digital platforms to physical signage, and it needed to be instantly recognizable. The abstracted shape was designed to be simple yet powerful—something that could stand alone as a symbol of the party but also work well in combination with other elements, such as typography and other brand assets.The shield's iconic nature gives it a certain timeless quality, which ensures that the CDU Hamburg brand can be flexible in its future communications while keeping its core symbol intact.5. Experimentation with Shape and SpaceThrough exploration and iterative processes, we played with the shield’s proportion and structure, experimenting with variations of negative space and angles to create a balanced, harmonious design. The final form is a subtle abstraction of the traditional shield, with angles that represent strength and protection, but also a sense of forward movement—a nod to the party's progressive aspirations.6. Symbolizing the Party's EvolutionThe modernized shield also serves as a metaphor for CDU Hamburg’s evolution. It reflects a party that is rooted in its values, but is also evolving to meet the needs and expectations of a new generation of voters. The simplicity of the design echoes the transparency and clarity that political communication now requires. The shield itself isn’t just a defensive symbol; it now embodies the party’s adaptability and readiness to face future challenges.
The color palette for the CDU Hamburg Brand Identity was a pivotal aspect of the design, as colors are often one of the first things people notice and can evoke strong emotions and associations. The goal was to create a harmonious blend of fresh, progressive tones while also staying true to the party’s long-established identity.1. Balancing Tradition with ModernityThe first challenge was to honor the CDU's established colors, particularly the iconic dark blue and gold, which are central to the party’s visual history. These colors represent trust, competence, and stability—values that the CDU has built its reputation on. However, in modern branding, it’s essential to reflect a sense of evolution and relevance, especially when communicating to younger, more diverse audiences who may have different expectations for political parties.To achieve this, we introduced a fresh green as an accent color. Green is often associated with growth, renewal, and environmental responsibility—critical areas for any political party seeking to stay relevant in a rapidly changing world. It brings a sense of progress and forward-thinking while complementing the more traditional, steady tones of blue and gold.2. Competence through BlueBlue is the color of competence, reliability, and trust, and it has long been associated with CDU branding. We didn’t want to deviate from that but also felt the need to introduce a new shade of blue that was slightly more vibrant and contemporary. The refreshed blue communicates strength and stability but with a modern touch—this helps to align the party with both its traditional values and its future-focused aspirations.The deep, rich tones of blue also work well in contrast with lighter elements, allowing the brand to feel grounded yet approachable. This is especially important in political branding, where the perception of competence and professionalism is crucial.3. Freshness and Energy with GreenThe addition of green in the color palette was a significant step. It doesn’t just bring a fresh look to the design; it symbolizes environmental responsibility and a commitment to future generations—an increasingly important issue for voters. Green also suggests vitality and progress, and by introducing it alongside the traditional CDU colors, we created a more balanced, vibrant feel to the identity.It also adds an element of diversity. Green resonates well with diverse audiences, particularly younger voters, who are passionate about sustainability and innovation. It ensures that the CDU Hamburg identity doesn’t just reflect the party’s historical values but also speaks to the evolving concerns and aspirations of modern society.4. The Role of Gold for Heritage and PrestigeGold is another essential color in the palette. It’s a color that’s synonymous with prestige, heritage, and a strong legacy. Gold has been part of the CDU’s identity for decades and reflects the party's long-standing role in shaping Germany’s political landscape. By retaining gold in the palette, we emphasize the party’s heritage and respect for tradition, but we’ve toned it down slightly to make it feel less rigid and more adaptable to modern design contexts.Gold, when paired with the more modern shades of blue and green, has a refreshing effect that avoids feeling outdated. The combination of these elements projects both confidence in the party's historical achievements and an openness to new ideas.5. Harmonizing for Impact and VersatilityWhen developing the palette, we made sure that all the colors work in harmony, creating a sense of balance and coherence. The combination of blues, golds, and greens provides both depth and flexibility. The palette can be used across a range of media—from digital applications to printed materials—and is versatile enough to maintain its impact in different contexts, from formal speeches to social media campaigns.The fresh tones bring a sense of dynamism and relevance, while the established party colors provide the necessary gravitas. This mix reflects the CDU Hamburg’s commitment to being a competent, forward-thinking party that is also deeply rooted in tradition, values, and responsibility.6. Diversity and InclusivityOne of the underlying goals of the new palette was to ensure that it resonates with a broad spectrum of the population. The inclusion of a vibrant, progressive color like green complements the more neutral and established tones, signaling an openness to diversity in both thought and approach. This is an important aspect, especially when political parties need to engage and connect with a wide range of voters across different demographics.7. Psychological Impact and Emotional ResonanceFinally, we considered the psychological impact of the colors. Blue fosters trust and professionalism, while green suggests hope, renewal, and connection to the environment. Gold evokes a sense of prestige and pride, creating an emotional connection that is both grounded and aspirational. Together, these colors work to create a brand identity that not only communicates competence and reliability but also signals a forward-thinking, inclusive, and dynamic future.
The integration of the Hamburg symbol was a key aspect of the design process, as it ties the party’s visual identity not only to its legacy but also to the local history and cultural significance of Hamburg.1. Understanding the Symbol’s LegacyThe Hamburg coat of arms, featuring the medieval castle and key, has long been a symbol of the city’s identity and sovereignty. It carries deep historical and cultural weight, representing the city's autonomy, its medieval status as a free imperial city, and its commitment to the protection and prosperity of its people. This is a symbol that resonates deeply with Hamburg's residents, reflecting both pride in the city’s past and its ongoing relevance in modern Germany.For CDU Hamburg, it was important to keep this cultural connection alive, but also to avoid making the identity feel outdated or overly traditional. We wanted the symbol to communicate continuity—showing that while the party has deep roots in Hamburg’s history, it is also attuned to the needs and aspirations of modern citizens.2. Modernizing the IconographyTo modernize the medieval elements of the Hamburg symbol, we took a strategic approach to abstraction. The castle and key, both significant components of the emblem, were reinterpreted with cleaner lines, simplified forms, and more contemporary proportions. The goal was to preserve the integrity and recognizability of the original design while making it feel fresh and adaptable to today’s digital and print media.For instance, we slightly refined the shape of the castle to make it less intricate, with fewer details that might appear too busy or outdated in a modern context. The key, a powerful symbol of access and authority, was reimagined in a sleeker form that still retained its recognizable structure but felt more dynamic and fluid. This streamlining made the design more versatile, ensuring it works well across a range of media—from website headers to campaign materials.3. Integration into the Brand IdentityThe modernized Hamburg symbol needed to integrate seamlessly into the broader CDU Hamburg brand identity. The challenge was to ensure that it remained a central, iconic element without overshadowing other aspects of the visual language. The shield shape of the emblem, for example, was softened to reduce its heaviness, which can sometimes make a design feel overly rigid. This was done while still honoring its traditional role as a symbol of protection and strength. The color palette, as discussed earlier, was designed to complement the modernized symbol, bringing in fresh tones to balance the historical elements.In terms of positioning, we opted to treat the symbol as an emblem that could sit alongside the party name and other branding elements without being overly prominent or obstructing the overall visual hierarchy. This allowed the emblem to serve as a powerful visual link to the party’s roots, while still allowing for other contemporary elements, like the modular typography and modern color palette, to stand out.4. Cultural Sensitivity and Respect for TraditionAnother key factor in the process was ensuring that the modernization didn’t strip away the cultural significance of the Hamburg symbol. We maintained a close connection with local historians and stakeholders to make sure that the historical elements were respected. We understood the emotional and cultural weight the symbol carries for Hamburg’s citizens, and it was important that our approach didn't diminish that value.Rather than making the symbol feel distant or foreign, we modernized it in a way that felt like an evolution—something that felt current, yet grounded in the rich history of Hamburg. It was about creating a visual bridge between the past and the present, ensuring that the city’s identity remained strong and relevant.5. Emotional Resonance and Symbolic PowerThe Hamburg symbol carries a lot of emotional resonance for local voters. By modernizing it without losing its core identity, we ensured that CDU Hamburg could tap into the collective pride and loyalty that many residents feel towards the city. The updated emblem signals that CDU Hamburg is a party that respects the past, understands its roots, but also has the energy, foresight, and flexibility to navigate the future.In short, our approach to modernizing the Hamburg symbol involved a careful balance of simplification and respect for its history. By retaining the core elements—such as the castle and key—but abstracting and refining them, we were able to create a version that feels more contemporary while still honoring the cultural and historical significance of the original emblem. This allowed CDU Hamburg’s brand to be both timeless and forward-thinking, able to resonate with today’s voters while acknowledging the city’s proud heritage.
Creating a unified visual system for CDU Hamburg was an exciting challenge, especially considering the diverse media platforms and the varied target groups the party needs to engage with. The goal was to ensure that the brand identity would be flexible and adaptable enough to communicate effectively across different formats—from traditional print materials like posters and brochures, to digital channels like social media, websites, and even campaign videos. Below are the key strategies we used to achieve a cohesive and effective visual system.1. Modular Approach to DesignOne of the main principles we focused on was creating a modular and scalable design system. We knew that CDU Hamburg would need to operate across multiple channels, each with its own set of constraints. A modular system allows the identity to stay consistent while being adaptable. For example, the logo, color palette, typography, and iconography could be used in different combinations depending on the context and format, but always remain part of a cohesive identity.The modularity of the design system ensured that the elements could be resized, adapted, or recombined for different purposes—whether it was for a large billboard, a social media post, or a small badge. This adaptability helps maintain the integrity of the brand while allowing it to perform effectively in any medium.2. Clear Hierarchy and ConsistencyEnsuring consistency across diverse media platforms was crucial, and this was achieved by establishing a clear visual hierarchy. From the outset, we determined which design elements were most important and how they should be presented to guide the viewer’s attention. For example, we set specific rules about the use of the logo, color combinations, and typography, ensuring these elements always maintained their prominence and were used consistently across all materials.This visual consistency also translated to the tone of communication. Whether the design appeared on social media, in print, or on TV, the messaging needed to feel unified, with visual cues like color, shape, and typography reinforcing CDU Hamburg’s identity and values.3. Flexibility for Target GroupsOne of the challenges of designing a political brand identity is the diversity of the audience. CDU Hamburg’s target groups range from younger, more digitally native individuals to older, more traditional voters. To address this, we created design elements that could be tailored to suit specific demographics while still maintaining a unified identity.For example, while the core elements of the design system (such as the logo and color palette) remain the same, we developed adaptable layouts for digital platforms that resonate with younger voters—sleek, modern, and responsive designs for social media channels. For more traditional print materials, such as posters or flyers, we ensured that the identity felt professional and authoritative, which is important for older generations who may engage with CDU Hamburg through more conventional means.This flexibility in execution allows CDU Hamburg to speak to different audiences in ways that feel authentic and engaging, without losing sight of the core values of the brand.4. Focus on Digital AdaptabilityGiven the increasing importance of digital media in political campaigns, we focused heavily on ensuring the brand identity worked across various online platforms. The modular nature of the design system played a key role here as well, allowing CDU Hamburg to create dynamic digital assets—whether it's for social media banners, videos, or interactive campaign websites.We paid particular attention to ensuring the design worked well in both large and small formats, such as profile pictures, mobile views, and website headers, which are often viewed on various screen sizes. The color contrast, legibility of text, and scalability of the design elements were all key considerations to ensure the brand would perform effectively across different digital environments.5. Emotional and Cultural ResonanceA unified visual system also means ensuring that the identity resonates emotionally with a diverse audience. The design needed to reflect CDU Hamburg’s values of reliability, modernity, and progress, while also respecting the city's cultural identity. This was achieved by incorporating local symbols, such as the updated Hamburg emblem, and using colors that connected to both tradition and innovation. By integrating the city’s history into the design, we ensured that CDU Hamburg’s message would not only resonate with voters from different demographics but would also feel culturally relevant and grounded in the city’s identity.6. Testing and FeedbackFinally, we ensured that the system was flexible enough to evolve. We conducted several rounds of testing with different stakeholders—political leaders, voters, campaign teams, and design professionals—to get feedback on the effectiveness of the system across various media. This feedback loop allowed us to refine the design elements, ensuring that the identity would be as effective and versatile as possible across different platforms.7. Adaptability to Future GrowthOne of the biggest challenges when developing a brand identity for a political party is anticipating future changes. The CDU Hamburg Brand Identity had to be prepared for long-term growth, adapting to changes in technology and the political landscape. For example, we made sure the visual system was flexible enough to incorporate new forms of communication, such as digital activism or emerging social media platforms, ensuring that CDU Hamburg would remain relevant in a constantly changing media environment.
The responsive design elements of the CDU Hamburg Brand Identity were a key focus in our approach, ensuring that the design could maintain brand consistency across various organizational units and adapt seamlessly to different formats and platforms. Political campaigns today require a design system that is as dynamic and adaptable as the digital environment in which they operate, while still preserving the integrity of the brand. Here’s a breakdown of how we achieved this balance:1. Modular Design SystemThe foundation of the responsive design strategy is a modular system. This allowed us to break down key design elements into reusable components that could be adjusted for different contexts without losing their core identity. For CDU Hamburg, this meant creating flexible design blocks—such as logos, color palettes, typography, iconography, and imagery—that could be rearranged, resized, and recombined based on the requirements of different media and organizational units.For example, local party branches could use the same logo but place it within different layouts that suited their own specific campaign needs, whether that was for print, online, or social media. The key to this modular system was that each element maintained its visual consistency, ensuring that the CDU Hamburg brand felt unified, no matter how it was applied.2. Scalability Across PlatformsPolitical campaigns span multiple channels—social media, websites, print materials, and even TV. Each of these platforms has different requirements in terms of size, aspect ratio, and functionality. To address this, we designed the CDU Hamburg identity with scalability in mind.The modularity of the logo, typography, and iconography meant that the components could adapt across these platforms while maintaining readability and visual appeal. For example, the logo had to be legible as a small icon on social media platforms like Twitter or Instagram, but also have enough impact when displayed on large billboards or event signage. By focusing on scalable design principles, we ensured that CDU Hamburg’s identity was both effective and visually consistent across all platforms.3. Adaptation for Organizational UnitsCDU Hamburg is a large, multifaceted organization with various subunits at different levels, such as local chapters, regional offices, and special campaigns. Each of these units needs to communicate with distinct local audiences, but still needs to adhere to the core CDU Hamburg identity. To allow for this adaptability, we incorporated flexibility in the design system, particularly in the layout and application of visual elements.For example, the logo and color palette remained consistent across all units, but the layout and specific imagery could be adjusted depending on the target audience and the context of the communication. Local branches could adjust the background imagery or the specific messaging within the guidelines of the overarching design system, ensuring that the content felt locally relevant without straying from the main CDU Hamburg identity.4. Consistent Visual HierarchyAnother key element in maintaining consistency was the creation of a clear visual hierarchy. Whether it was a social media post, a website landing page, or a flyer, we designed a flexible structure for the placement of text, images, and logos, ensuring that each element could be resized or rearranged but still maintained the correct emphasis.For instance, the hierarchy for a print ad might prioritize the call to action, while a social media post could focus more on eye-catching visuals with the party’s slogan as the secondary focal point. Despite these variations, the fundamental visual hierarchy remained consistent, helping to reinforce CDU Hamburg’s messaging across all units.5. Design Tokens for Digital AdaptabilityTo ensure that the design system was optimized for digital platforms, we introduced the concept of "design tokens"—essentially, a standardized system for colors, typography, and spacing. This approach made it easy to apply CDU Hamburg’s visual identity to different digital touchpoints while keeping the overall design intact.Design tokens also allowed for easy updating and tweaking of the identity over time. If a particular digital format required slight adjustments (like a shift in font size or spacing for better readability), the tokens ensured that those changes were applied uniformly across all digital platforms, preserving the consistency of the design system across various touchpoints.6. Continuous Testing and RefinementA responsive design system is never truly finished—it evolves over time as new challenges arise. For CDU Hamburg, we regularly tested how the design elements performed across different platforms and organizational units. This iterative process allowed us to fine-tune the system, ensuring that it always met the needs of CDU Hamburg’s various campaigns, while preserving the overall brand integrity.Through testing and feedback from different subunits within the organization, we could identify areas where the design needed to be more flexible or specific, and make the necessary adjustments without compromising the core visual language.7. Emphasis on Visual FlexibilityThe final aspect of the responsive design strategy was flexibility in visuals. CDU Hamburg’s brand identity had to look fresh, relevant, and approachable to different demographic groups, from younger voters engaging through social media to more traditional voters interacting with print materials. To achieve this, we developed an approach where the design elements could be applied in a more playful or formal manner, depending on the target audience.For example, the use of local imagery and diverse color variations allowed subunits to adapt the design to resonate more with local cultural and political nuances, while the consistent use of the logo, typography, and primary color palette ensured that CDU Hamburg’s visual identity remained recognizable and cohesive.
The recognition of CDU Hamburg's Brand Identity with an A' Design Award was a significant milestone for me and the team at Politikwerft. It reaffirmed the value of our approach to political branding and highlighted the impact that well-thought-out, strategic design can have in the political sphere. However, this international acclaim has also influenced my approach to political brand design in several important ways:1. Elevating the Standard of Political BrandingReceiving an award like the A' Design Award has pushed me to raise the bar for political brand design even further. It made me realize that politics, traditionally seen as a space for conservative, often outdated branding, has immense potential for innovation and sophistication. The recognition strengthened my belief that political design should be on par with the best practices of any other industry—whether that’s technology, fashion, or corporate branding. Moving forward, I now approach political projects with even more ambition, aiming to transform the way political parties and organizations present themselves to the public. This means not just updating their logos or color schemes, but rethinking how they engage with people visually and emotionally.2. A Focus on Long-Term ImpactAward recognition, especially from a global stage, reinforced the idea that good design is not just about immediate results or quick fixes; it’s about creating a lasting impact. Political branding, in particular, needs to endure over time, and a brand that connects with people on a deeper level can remain relevant for years, even across electoral cycles. This perspective has encouraged me to take a more holistic view when designing political brands, ensuring they are not just trendy but are built to withstand shifts in political landscapes and public sentiment.3. Global Perspective on Political BrandingThe A' Design Award is an international platform, which has broadened my understanding of political branding beyond the local context of Hamburg or Germany. It has made me more aware of how political branding operates on a global scale. I now think more about how political design can transcend borders and connect with diverse audiences. In future projects, I aim to incorporate more universal principles of design that can resonate globally, while still considering local nuances and cultural contexts.4. Enhanced Collaboration and Client TrustBeing recognized internationally has also helped build greater trust with clients. Political campaigns, in particular, are often a highly charged environment, and establishing credibility is crucial. Having a prestigious award in our portfolio has opened doors and made clients more willing to embrace bold, innovative ideas. As a result, I feel empowered to push the boundaries of what’s possible in political design, knowing that there’s a level of validation and trust that comes with such recognition.5. Inspiration for Future ProjectsWinning the award has given me renewed energy and inspiration for future political branding projects. It’s a reminder of the power of design to shape public opinion and influence the political conversation. Every time I start a new project, I now ask myself: "How can this be transformative, not just functional? How can this brand design tell a compelling story and build a meaningful connection with voters?" The experience of working on the CDU Hamburg project and receiving such recognition has deepened my commitment to exploring new ways to approach political campaigns—whether it's through the use of new technologies, fresh design concepts, or more inclusive and accessible strategies.6. A Commitment to Design IntegrityLastly, the international recognition has reaffirmed the importance of maintaining integrity in design. It’s easy to be tempted by flashy trends or shortcuts in the pursuit of quick wins, but the award has strengthened my belief in the power of a well-thought-out, strategic design process. It’s not just about winning awards or gaining recognition; it’s about creating something that resonates, that communicates clearly, and that truly represents the values and goals of the organization or political party. This approach has become even more central to my work in political design.
The research phase for the CDU Hamburg Brand Identity was integral to the entire design process, as it helped me understand the complex interplay between city society, party culture, and the unique characteristics of Hamburg itself. We took a deep dive into not only the CDU's history and values but also the social fabric of Hamburg—its local culture, values, and political climate. This research played a pivotal role in shaping the final design decisions, ensuring that the visual identity we created was deeply rooted in both the party's core principles and the city it represents.1. Understanding the Party CultureThe CDU as a party has a rich history, and it was crucial for us to honor that tradition while simultaneously creating something fresh and modern. We closely examined the CDU’s values, which include Christian-democratic principles, a commitment to social responsibility, and a belief in balanced progress. However, we also recognized that political branding, especially in Hamburg, needs to break free from old, rigid structures. This inspired us to focus on bringing dynamism and openness into the design, so that it reflects a modern political party—one that values tradition but is looking toward the future.Through this research, we understood that CDU Hamburg is a party that seeks to embody a sense of reliability and trustworthiness, but it also must appear open to innovation and progress. That led us to choose a more flexible, modular design approach—something that could evolve with the times and adapt across various digital and physical spaces.2. Hamburg's Local Culture and IdentityThe city of Hamburg has its own distinct identity, which played a major role in shaping the final design. As a major port city with a history of independence, diversity, and a forward-looking mentality, Hamburg's civic culture needed to be mirrored in the brand. Hamburg is known for its maritime roots, cosmopolitan nature, and progressive spirit. We wanted the CDU Hamburg brand to reflect this balance of tradition and modernity, with a design that feels grounded in the local culture but is also able to speak to a diverse, contemporary audience.Incorporating elements that spoke to Hamburg's history—like subtle references to the city's heraldic symbols—was important. Yet, rather than leaning on overtly traditional visuals, we abstracted these elements to keep the design fresh and modern. The shield, for example, became an iconic, streamlined form that still referenced the city's deep-rooted symbolism without feeling outdated.3. Urban and Digital SocietyAnother key insight from our research was the recognition of Hamburg as a vibrant urban center with a tech-savvy, diverse population. The design needed to speak to a younger, more digitally connected demographic while still maintaining the gravitas required by long-time CDU supporters. This insight heavily influenced the typography, color palette, and overall layout, which were made to be both bold and adaptable to digital platforms.We made sure the design was responsive, meaning it could function well across various devices and media, from social media posts to city-wide campaign billboards. The flexibility of the modular system also allowed us to create different visual components that could be used in a variety of settings, ensuring the identity would stay cohesive across both traditional and digital touchpoints.4. Acknowledging Political DynamicsThe political landscape of Hamburg, with its mix of traditional political forces and emerging progressive movements, was another aspect we explored during our research phase. The design needed to position CDU Hamburg as a party that is both progressive and grounded in tradition, bridging the gap between older conservative values and newer, more forward-thinking ideas.Our solution was to integrate a fresh and modern color palette that conveys competence, trust, and progress—qualities that are essential for a political party trying to balance these dynamics. The shades of blue and green, while traditional in political branding, were chosen to reflect reliability and balance, while the lighter accent tones added a sense of openness and newness, signaling that CDU Hamburg is open to change.5. Stakeholder FeedbackFinally, we incorporated input from both CDU Hamburg stakeholders and external focus groups. These discussions revealed the importance of creating a brand that not only reflects the party’s core message but is also embraced by the public. We made sure that the final design was not only visually striking but also intuitive and accessible to people from all walks of life in Hamburg, ensuring that the brand felt approachable and welcoming.
The CDU Hamburg Brand Identity is designed with a focus on long-term flexibility and adaptability, ensuring that it can evolve in response to the changing dynamics of political communication. The landscape of politics is increasingly digital, diverse, and fast-paced, so the brand system needed to be both forward-thinking and resilient to future shifts in how political parties engage with their audience. Here's how I envision it evolving:1. Embracing New Digital Formats and InteractivityAs political communication continues to move toward digital platforms, the design system for CDU Hamburg will need to remain adaptable to emerging formats like augmented reality, virtual reality, and interactive social media experiences. These platforms demand a level of responsiveness and interactivity that can only be achieved through an adaptive design system. The modular structure we established for CDU Hamburg ensures that it will work across any medium, from traditional print to immersive digital experiences.In the future, I see the CDU Hamburg identity evolving in ways that emphasize real-time interactivity, such as through live-streamed events, virtual town halls, and personalized digital experiences. This will likely involve integrating new visual elements or creating temporary, responsive versions of the brand for these specific occasions, while always staying within the core brand’s identity.2. Amplifying Inclusivity and DiversityAs we look to the future, inclusivity and diversity will play an even more significant role in political communication. CDU Hamburg’s identity can evolve by incorporating elements that highlight and celebrate the diversity of Hamburg’s population. This could include design variations that reflect cultural diversity or highlight gender, age, and ethnic inclusivity, all while maintaining the integrity of the core brand. The flexibility of the visual language we've created will allow for these inclusive messages to be conveyed in a way that resonates with diverse audiences.3. Keeping the Brand Open, Transparent, and AuthenticPolitical transparency and authenticity will become increasingly important for parties to build trust with the electorate. This means the CDU Hamburg identity will likely continue to evolve to reflect openness, with design elements that communicate transparency and honesty. For example, we may see more use of organic, flowing lines or softer, more accessible visuals that reinforce the party’s commitment to being open and in tune with its constituents.Additionally, as political discourse becomes more globalized, CDU Hamburg may need to adapt its messaging and visual language to communicate in a way that transcends national borders. In such a scenario, we could further evolve the design system by focusing on universal design principles, including accessibility standards and multilingual adaptability, ensuring that the brand remains effective on an international stage.4. Integration of Data and PersonalizationAs political communication becomes more data-driven, the brand identity will likely need to integrate new technologies to tailor communication to individual preferences and behaviors. By adopting data insights into the design process, CDU Hamburg can continue to evolve its visual language to match the needs of specific voter segments, increasing engagement and relevance. This could include modular, customizable elements of the design that adapt to various contexts, helping to communicate specific messages to different target groups, all while maintaining a cohesive brand image.5. Environmental and Sustainable DesignSustainability will continue to be an important consideration in all areas of design, and political branding is no exception. CDU Hamburg’s design system could evolve to incorporate more sustainable practices—whether through the use of eco-friendly materials, more sustainable printing techniques, or digital-first strategies. The fresh, open nature of the current brand identity allows for these kinds of innovations, ensuring that CDU Hamburg remains aligned with global trends toward sustainability and environmental responsibility.6. Maintaining Consistency Amidst ChangeOne of the key challenges in evolving a political brand identity is ensuring that consistency is maintained, even as new trends and shifts emerge. Our approach to the CDU Hamburg identity was designed with a clear, strong foundation that allows for evolution without compromising its core values. As new needs emerge—whether through new media platforms, technological advancements, or shifts in the political landscape—the key visual elements of the identity (color palette, typography, logo structure) will remain consistent, while the supporting elements (imagery, animations, responsive layouts) can evolve to reflect the changing times.In short, the CDU Hamburg Brand Identity is designed with an eye toward the future—flexible, adaptable, and ready to meet the emerging challenges of political communication. By keeping the brand's core values intact, while continuously evolving its visual language to reflect new opportunities and challenges, CDU Hamburg will remain relevant, open, and forward-thinking in the years to come.
Dive into a world of design excellence with our curated highlights. Each feature showcases outstanding creativity, innovation, and impact from the design world. Discover inspiration and learn more about these incredible achievements.
