Land Baden-Württemberg
Designed for Everyone
We can do anything – except go digital and be consistent.
The old corporate design was developed in the early 2000s and no longer reflected a citizen-focused, innovative, and digitally leading state. Over the years, a proliferation of individual design approaches had also taken root across ministries and agencies: the eye-catching “THE LÄND” campaign further exacerbated this challenge. The state’s brand identity was now definitively outdated, above all impractical, and at odds with all ongoing and upcoming digitalization processes within the state and its administration.
A state design that represents Baden-Württemberg
The focus of this project was on enabling Baden-Württemberg to communicate clearly and accessibly with and to all citizens of the state. Whether visiting the Pforzheim School District’s website, viewing job postings from the State Agency for the Environment, or receiving an invitation to an event hosted by the State Representation in Berlin – the State of Baden-Württemberg must be immediately recognizable as the sender at every touchpoint. Just as diverse as the state itself are the people for whom we developed the new state design. This diversity is also reflected in the design: contrasts are not only a design tool that showcases the state’s beautiful contrasts in a contemporary way – they are also a central prerequisite for accessible communication that truly reaches everyone.
Consistent and accessible
For the first time, a digital design system was developed for digital use, enabling a more efficient and comprehensive implementation of digital channels.
Made to be used
The transformation restored clarity to Baden-Württemberg. Since early 2025, 12 ministries, 4 regional councils, and numerous subordinate authorities have been using the system consistently. The design portal helps communications professionals across the state work faster: guidelines and templates are all available in one central location. State-owned design tools make branding work more efficient. Citizens experience consistent clarity across all touchpoints. Scalable in application and distinctive in appearance. Baden-Württemberg communicates as a unified entity, for everyone. Building on this strong foundation, further campaigns and initiatives can be developed, such as the recent positioning and design of the overarching employer brand for the entire state administration under the motto “Schaffen fürs Land".
Active users on the design portal
With our design portal, we provide a central resource whose guidelines are publicly available.
Automatically generated logo kits
The logo generator enables all users to create logos independently in all required versions. This facilitates a faster and more consistent implementation of the new state corporate identity.
Photos and illustrative icons
The state's media pool is constantly growing, making it possible to create diverse content that aligns with the Baden-Württemberg umbrella brand.
