Owners: Miriam Jacobi, Sara El Abed, Sarah Ewald
The city of Frankfurt consists of a variety of interacting components that could not be more diverse and which are characterized by its traditions and international influences. This also forms the basis of the brand especially with regard to its diversity, which further implies versatility and multifacetedness.
In order to express the diversity, three-dimensional shapes were used as they are easily memorizable but always remain flexible in their formation and design. The shape of a dice is amazingly variable in it’s own simplicity.
“FFM”- used as the city’s abbreviation for ‘Frankfurt am Main’ in people’s everyday language, is abstracted to a level where it is not only recognized as a word but also as a form, a symbol or an emblem.
The perspective view of the two merging F’s (for Frankfurt) makes them appear as the M (for Main).The word mark always is in a height-ratio to the vertical height of the F’s and is only composed of 3 short sentences. The standard that a word mark is in a fixed proportion to the figurative mark can, in some particular cases, be broken: for example in application to business cards.In order to increase the value of brand recognition the focus lies in linear shapes, combining timelessness and modernity.
The main idea is, to understand the logo as a component, which can be used independently but at the same time can be recognized as one of the many other components oft he whole. The quadratic and three dimensional constructed figurative mark of the Frankfurt logo is aligned to a grid, which is applied also for all other pattern elements.
The conceptualized pattern unites Frankfurt’s characteristic subject areas to an overall image. Whether it is the application of the pattern as a whole or a single element in form of an icon, the versatility of the city is always incorporated. Linking elements lead from one location to another and provide a comprehensive view of Frankfurts complexity. A shade of red relating to the warmth of the inner city is also representing the modernity and is combined with shades of blue. They let the vibrant red appear with composure and relates to “the cherry on the cake”: the location by the water.
The brand books further capture the idea of single components. The quadratic books are made up of the following topics: ‘creative map’, ‘corporate identity’, ‘application examples and ‘Frankfurt space’ (an additional idea). Just like the icons, also the books can be used as single element but can also be seen as overall image of the concept.
The box made out of Plexiglas supports the cohesiveness. It also represents the transparency of the city of Frankfurt and should convey an open-mindedness