Brand Identity
TKO
Agency: move:elevator
Brand Identity Design, consultation
The Challenge
Tourismus und Kultur Oranienburg (TKO), a municipal company responsible for the city’s cultural and tourism offerings, had long operated in the shadow of its parent company. Historically, its visual identity was largely borrowed – a pragmatic but descriptive solution that lacked the distinctiveness needed to truly represent the vibrant community experiences it manages.
The project required a brand identity that could step away from the parent company's corporate gravity and instead position TKO as a dynamic, standalone brand. The challenge was to create a cohesive system that could house four separate divisions under one "family" identity, ensuring each felt recognizable to visitors while contributing to a unified sense of local hospitality and joy.
The process
The strategy focused on identifying and amplifying "unclaimed" visual territory within the Oranienburg market. Rather than relying on industry clichés, I led a process centered on the development of Distinctive Brand Assets. My role was to bridge the gap between TKO’s operational diversity and the need for a singular, authoritative market presence.
By utilizing stylescapes as a strategic filter early in the process, I was able to demonstrate to the client exactly how different creative directions would achieve market differentiation. This "lead-from-the-front" approach ensured that design decisions were based on objective project goals, specifically scalability and memorability, rather than subjective preference. The efficiency of this workflow resulted in a high-impact direction in just two rounds of refinement.
The Solution
The final identity is built on a unique typographic system and a custom monogram that prioritises instant legibility and distinctiveness. We moved away from a descriptive logo to a proprietary mark that functions as a "visual anchor" across all media. This system creates a clear competitive advantage by ensuring that every touchpoint – from digital apps to physical signage – is unmistakably TKO, effectively increasing the brand's mental availability in the minds of the public.
Key brand assets
The Look: We developed a carefully crafted color palette that differentiates the four main divisions while maintaining a clear and consistent family resemblance.
The Badge System: We designed adaptable badge sets for each division, providing a decorative yet highly functional tool for merchandise, uniforms, and event collateral.
The Geometry: The organic shapes derived from the monogram serve as flexible graphic devices, creating a cohesive visual thread that unifies the brand across all media.
The result is a brand built for maximum recognition. By shifting the focus from a generic utility to a distinctive market player, we provided TKO with the tools to dominate its local category.
