Planning for the futureHesse Chamber of Architects and Urban Planners
The 50th anniversary of the Hesse Chamber of Architects and Urban Planners was the occasion to revise its brand presence. The chamber represents the interests of more than 10,000 members from architecture, interior architecture, landscape architecture and urban planning in the state of Hesse, acts as an opinion leader and, as a public-law corporation, performs sovereign duties such as swearing in expert witnesses in the field of architecture. It also offers a broad range of continuing education. The organization is shaped by a complex structure, diverse stakeholders and a core target group with consistently high design standards for itself and for the work of others.
Requirements
Representing the chamber effectively
The new identity was intended to enable the chamber to communicate across complex multi-channel settings with its various audiences in a simple way. More emotion would create greater awareness and acceptance among members. At the same time, every communication measure needed to make the chamber unmistakably visible as the sender. A more compact name would enable faster communication. Finally, the new presence was also intended to create a stronger basis for identification among both members and employees.
Logo Development
Giving architecture space
Contemporary architecture is shaped by many currents and is anything but static. It is meant to enable flexibility for its users: different usage scenarios, whether for buildings or entire urban spaces, densification, mobility and sustainability are only some of the relevant themes. The chamber’s new visual identity, with its logo at the core, breathes this same spirit. The letters of the acronym AKH can arrange themselves freely and shape their own space. The logo is flexible. Ten predefined versions exist, but depending on the application this composition can vary infinitely.
In specific cases, the logo is complemented by the Hessian lion, often as a blind embossing or on a second level, whenever the chamber’s sovereign duties need to be emphasized.
Safeguarding the quality of architecture in urban and rural areas is a Herculean task with constantly new challenges, which we address with commitment in the chamber as a think tank.
Corporate Design
Modules for flexible, autonomous design
The identity is modular, enabling a wide range of design freedom without sacrificing recognizability. A distinctive color world, accentuated typography, icons, graphics and a consistent image style are part of the new AKH universe. It is also easy for AKH’s internal editors to work with. Templates, guidelines and training enable them to work independently and in line with the brand.
Website
Digital services for all members
The heart of the communication is the chamber’s website. A clear page structure and concise, thematically color-coded modules make intuitive navigation easier. Newly created information clusters allow users to quickly access deeper content. The site presents all subject areas clearly.
In the academy section, continuing education courses can be searched and booked conveniently. A connected members’ area is currently still under development. The site also offers member, office and expert searches, an important service for everyone planning to build in Hesse.
Successes
Launch and award
The new identity was presented and introduced at a major celebration for the chamber’s 50th anniversary in Wiesbaden, followed by a symposium. During the subsequent implementation process, we continuously supported the chamber’s employees. The iF Award for the corporate design confirms that this balancing act between contemporary redesign and institutional seriousness was also seen externally as successful, something we are very pleased about.
