Kiel Institute: New design and sharpened brand image
The Kiel Institute for the World Economy has adopted a new design to go hand in hand with a sharpened brand image. To boost the impact and visibility of the Kiel Institute, both locally in Germany and across the world, the Institute will no longer use its former letter abbreviation. Instead, it has opted to rebrand itself as the ‘Kiel Institute’.
Key design elements of the new identity, created by MENSCHMASCHINE Studio from Hamburg, are bold colors, led by a striking palette of blue and orange. The background color is slightly beige. The new logo of the Kiel Institute builds on the vertical letters within its name. Additionally, the logo can be applied in a slightly modified form, applying the same logic. In this instance the modified version can be used for independent sub-brands of the Kiel Institute or for personalized appearances. Alternatively, a blue patterned graphic is used as a visual element instead of the logo.
With the emphasis on patterned precision, both the logo and the graphic strive to embody the evidence-based and excellence-oriented activities of the Kiel Institute. The grid, with its interlocking and interchangable patterns, also symbolizes the Kiel Institute's dynamic programme of work, focussed on dialogue and discourse. In a sign of the times, the grid highlights the complex abstraction which the global economy has become, replacing the symbol of the globe.
Both visual elements seek to raise the visibility of the Institute’s work outputs, across all channels of the Kiel Institute.
"Our new design is a confident statement that ensures differentiation and clear recognition in economic research on the national and international stage. It underscores our brand essence of scientific excellence, global visibility, and dialogue. This also means that in the future, we will dispense with an easily confused letter abbreviation and communicate unmistakably as the Kiel Institute," says Kiel Institute President Moritz Schularick.
