for the City of Leipzig
Following the theoretical part of my bachelor thesis "City + Coat of Arms / Tradition & Modernism" I wanted to practically transfer my knowledge into a redesign concept for a city in Germany. My aim was to demonstrate how I would implement in a modern way the city coat of arms in a corporate design. My city of choice was Leipzig.
Leipzig is the most populous city in the German federal state of Saxony with 600.000 inhabitants as of 2019 with a potential to increase in the future. The current corporate design of the city administration has been in use since 2005 and feels outdated. After visiting Leipzig and conducting interviews with the city administration as well as inhabitants, my approach for the redesign was to create a welcoming, open, natural, competent, flexible and holistic brand which should be understood as a brand for the citizens.