New city logo for Schwerin: A strong sign for the future!

New city logo for Schwerin: A strong sign for the future!

The state capital Schwerin is daring to make a new beginning in its appearance. As [ndr.de](https://www.ndr.de/nachrichten/mecklenburg-vorpommern/westmecklenburg/Schwerin-bekommen-ein-neues-Stadtlogo,mvregio Schwerin4392.html) reports, the city is investing in a fresh brand image that not only reinterprets the city coat of arms, but also puts a clear focus on local identity. The new city logo, which focuses on Henry the Lion, is accompanied by deep blue tones, golden sand nuances and bright white. These colors are intended to emphasize both the surrounding lakes and the historic old town and represent brightness and clarity.

The comprehensive trademark process, which costs around 120,000 euros, is under the direction of the Schwerin city administration. External companies have the opportunity to also use the new logo, which underlines the interactive nature of this initiative. The implementation of the brand image will take place after the summer holidays and will be developed by a Rostock agency that has a good knack for urban development.

Uniform appearance as a goal

Consistency in communication is a central concern of the city. Evidence from Schwerin.de shows that in the past a blurred external image often prevailed. Different concepts were produced for different target groups - a clear line was missing. In order to counteract this, a long-term strategy is currently being developed that will bundle all of Schwerin's topics and strengths and rely on a common communication basis. This is done in collaboration with the Stadtmarketing Gesellschaft Schwerin mbH, the Chamber of Industry and Commerce and other representatives from politics, business and culture.

This is not the first step towards city marketing. Cities like Leipzig have shown that targeted marketing plays an enormous role in city politics. Leipzig, for example, is advertised as a “city of music”, which strengthens citizens’ identification with their city, as is made clear in the article by Deutschlandfunk Kultur. However, critics warn that the focus is often too much on economic success rather than promoting the quality of life of residents. Here Schwerin is trying to develop a balanced concept.

A step into the future

The investment in a new city brand is a colorful stroke of color on the map of Schwerin. With the new logo and a clear communication concept, the city wants to increase its visibility nationwide. The fresh appearance is intended not only to attract tourists, but also to give citizens a sense of belonging. At a time when competition between cities is becoming ever greater, creative city marketing is essential to stay at the top.

It remains to be seen whether the new city logo and the planned marketing strategies will actually have the desired effect. One thing is certain, however: Schwerin is feeling the dynamic development and is spot on, in the best sense of the word.