Carlo Scherer

CLIENT
Alliance of German Designers – design federation, Braunschweig, Germany

 

BRIEFING
Germany‘s biggest design federation needs a new logo, which on the one hand should be able to communicate its basic values professionalism, assistance and openness and on the other hand should be able to represent the power and the voice of a design organization in the association‘s publicity materials.

 

AGD_United powers

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CONCEPT 1: United powers
This concept is based on the basic idea of the Alliance of German Designers, which says that different forces will join together to form an agile and strong alliance. This synergy effect of the cooperating elements cau-ses the formation of a “united power”, which is able to accomplish more.The dots, which get bigger and compress themselves towards the centre of the logo, stand for the individual members of the Alliance of German Designers. As a result of being a part of it, they not only invigorate the alliance – they also grow with it.

 

 

 

AGD_Lifely variety

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CONCEPT 2: Lively variety
This concept represents the idea that all designers of different disciplines, degrees of experience and individual creative ideas and points of few will form a great alliance together – the Alliance of German Designers – an alliance which is lively and strong because of the variety and creativity of their members. In this logo execution, the idea of the “lively variety” is shown by a changeable sign composed of different colors and forms which vary, move and overlay each other. As a result of this, new forms and colors, or rather ideas develop and they finally build an alliance together (a = alliance).

 

TEAM
Carlo Scherer, Ingrid Prade
Prof. Rüdiger Goetz (KW 43, support)