We live in times in which people believe less and less what brands tell them. Especially in a company with political concerns, a tailor-made character type can be the right way to carry the message consistently and credibly into the world. Blackspace and Green City have been working together for years now with this conviction and the declared goal of rethinking the city as a living space.
“We are the energy of a green city”
Under the motto “We are the energy of a green city”, Green City is committed to issues such as electricity from renewable energy sources and sustainable mobility concepts at a political and economic level. “We all want clean air and less traﬃc – and Green City oﬀers many smart solutions here. Blackspace has been working for the automotive sector for years, but we also want to contribute to changing the city’s living space for the better,” explains Alexander Gialouris, Design Director at Brand Experience Studio Blackspace.
A monolithic umbrella brand
Before the ﬁrst sketches, however, Blackspace has classically started with a consulting process – because the diverse commitment of Green City also brings with it a complex corporate structure. The ﬁrst step was therefore to create a meaningful brand architecture. In the future, Green City Energy AG, Green City Projekt GmbH, the Green City association with over 1000 members and events such as the Streetlife Festival in Munich will appear under a monolithic umbrella brand “Green City”.
Typeface is the heart of Corporate Design
The transformation of the urban living space, which Green City is driving forward with all its might, is already visible in the typeface: The unique look of the ‘Green City Replica’ is created by using only capitals and being extremely compact. “The ‚City’ is not only in the name of Green City, but is part of the DNA of the company. This gave us the idea of capturing dynamic, urban structures by means of two-dimensional patterns, of which there are ﬁve diﬀerent styles in total.“
Intelligent structures for intelligent mobility
But the special feature of the type are the dynamically integrated structures into the font. Together with our partners, the Swiss Type Foundry Lineto and the Berlin Type Engineers of Alphabet Type, we have developed our idea of a random generator that is implemented in the font.
Green City in town, type in action
Meanwhile, the new Green City Corporate Design can be seen on the web as well as in the middle of the city: on posters for various events, at the Streetlife Festival or on the more than 1000 bright orange ‘emmy’ electric scooters from Green City, which have been on the road in Munich for several months.