Under the sign of the butterfly, a corporate design system was developed for the Landesgartenschau (State Garden Show) Würzburg 2018 that embodies transformation. A distinctively jagged butterfly in W-shape was created as an ambassador and catalyst for green and urban living. Since the garden show is a strategic element of the regional branding of Franconia, the visual DNA of the region remains subtly present in the logo. Under the motto “What shall we do tomorrow?”, the passive garden show spectator transforms into an active creator. The show raises questions, reveals possibilities and invites participation in shaping the future.

The adaptable design system is characterised by the primary colour orange and a striking headline typeface that echoes the style of the brand mark. Additionally, the butterfly, extracted from the logo, is used as an illustrative element and deployed as a flexible swarm motif.

Wo die Ideen wachsen

Under the sign of the butterfly, a corporate design system was developed for the Landesgartenschau (State Garden Show) Würzburg 2018 that embodies transformation. A distinctively jagged butterfly in W-shape was created as an ambassador and catalyst for green and urban living. Since the garden show is a strategic element of the regional branding of Franconia, the visual DNA of the region remains subtly present in the logo. Under the motto “What shall we do tomorrow?”, the passive garden show spectator transforms into an active creator. The show raises questions, reveals possibilities and invites participation in shaping the future.

The adaptable design system is characterised by the primary colour orange and a striking headline typeface that echoes the style of the brand mark. Additionally, the butterfly, extracted from the logo, is used as an illustrative element and deployed as a flexible swarm motif.

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Place Branding, Brand Identity, Communication Strategy
Client: Landesgartenschau Würzburg 2018 GmbH
Team: Jürgen Huber, Nadja Mayer, Siri Poarangan, Matthias Rodig, Oliver Selzer, Vincent Spannaus
Awards: if Design Award 2017, Corporate Design Preis 2017, reddot Award 2017, German Design Award 2018