Kaiserpassage and
Passagehof
with a new face
A new logo, a strong visual identity and the first joint advertising materials - the new brand identity for the Kaiserpassage and Passagehof marks another milestone in the City Transformation Karlsruhe project. Together with local stakeholders, we have succeeded in uniting two special places in Karlsruhe's city center under a common identity.
What was missing until now was a uniform image on the outside - despite exciting developments on site: While the Kaiserpassage looks back on a long history as the city's first covered shopping street, the Passagehof has been transformed in recent years into a charming, urban inner courtyard with restaurants, a stage and cultural offerings. The new joint brand brings the two together: History and change, enjoyment and encounters, diversity and character.
What is behind the new brand?
In a participatory branding process, accompanied by a workshop and moderated creative phases, central values, target groups and visual guidelines were developed together with tradespeople, cultural players and restaurateurs. The result: a logo that expresses the togetherness of both locations, as well as a key visual that is already visible on posters, postcards and stickers.
The focus is on themes such as experience, diversity and culture - combined with a modern, friendly appearance. The traditional yellow and red colors of the Kaiserpassage have also been incorporated into the new look, albeit with a contemporary interpretation.
First visible results:
- Postcards with a modern design invite you to take them home
- Window stickers mark participating businesses
- Deckchairs in the arcade courtyard create quality of stay and identification
Participation desired
The new brand identity is not just a design element - it is a collaborative tool that is available to all stakeholders in the neighborhood. Anyone who wants to design their own materials such as flyers or social media posts can use the logo and adapt it for their own advertising purposes if required. New ideas for advertising materials can also be developed jointly by the local businesses.
A visible step for the city transformation
The new brand identity is part of the "Sustainable inner cities and centers", with which the city of Karlsruhe is developing the city center in a lively, attractive and resilient way. The Kaiserpassage and Passagehof show what this change can look like in concrete terms: with cooperation, creativity - and a shared vision.
A project as part of the City Transformation Process of the City of Karlsruhe. The program is funded by the federal program "Sustainable inner cities and centers" program.
