IBA Hamburg develops neighborhoods that show how Hamburg can live, work and grow together in the future. For an organization of this scale, a brand has to do more than create recognition. It needs to express a clear stance, make complex urban development processes accessible, and build trust among policymakers, public administration, partners and the wider public.

Together with the IBA Hamburg team, we sharpened the brand profile and defined the organization’s strategic role more clearly: as a pioneer of future-ready neighborhood development in Hamburg. Based on purpose, vision and mission, we developed a positioning that combines innovation, reliability and social impact, while making IBA Hamburg’s ambition tangible: to create real value for the people of Hamburg.

The corporate design translates this stance into a clear, flexible and distinctive visual system. The existing “Springer” was carefully evolved and freed from its rigid structure. It now has more space, more dynamism and true freedom of movement. Inspired by city maps, the new grid brings structure through urban blocks: modular, adaptable and consistent across all touchpoints.

With a refined color palette, the new corporate typeface Pangea by Fontwerk and a vibrant design system, the result is an identity that positions IBA Hamburg as a modern, reliable and impactful force in urban development. Clear enough for complex processes. Flexible enough for the future of Hamburg.

SERVICES
Brand Strategy • Corporate Design • Logo • Brand Experience • Design System