Daniel Schreck, B.A. Graphic Design and Visual Communication, dealt with the redesign process of city brands in his bachelor thesis and developed a rebranding concept for the city of Leipzig, for which he was awarded bronze at the ADC Talent Award 2021.
MU Berlin
Daniel Schreck
Website
City + Coat of Arms / Tradition & Modernity
Prof. Rasmus Giesel (First supervisor),
Prof. Jenny Bergström (Second supervisor)
Theory
Cities are in competition with each other and therefore need a strong brand to differentiate themselves from each other and remain attractive to residents, tourists and the economy. In order to visually differentiate these brands, cities look for unique selling points, which can be found in a city’s coat of arms, among other things.
Based on this statement, Daniel Schreck wrote and designed the book “City + Coat of Arms” for the theoretical part of his bachelor’s thesis.
The goal was to research the redesign process of city brands with a focus on city coats of arms, their historical development and current potential in implementation.
Practical example: City of Leipzig
With 600,000 inhabitants as of 2019, Leipzig is the most populous city in the federal state of Saxony and will continue to grow in the future. According to Daniel Schreck, the city administration’s current corporate design could do with a refresh.
No sooner said than done: after a visit to Leipzig and interviews with the city administration and residents, he set himself the task of fundamentally revamping the city brand and creating an open, natural and holistic brand.
Bronze at the ADC Talent Award 2021
Guided by his gut feeling and positive feedback from his supervisors, fellow students, colleagues and friends, Daniel submitted the work to the ADC Talent Award 2021 and won bronze in the category “Theses”.
I put a lot of time and heart and soul into the project, was very happy with the end result and felt that I had created something relevant and inspiring.
Daniel's first thoughts about his award
