Brand Identity

Are city brands valuable? From Claims to Calculations

Dr. Eric Häusler Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

In June 2024, Dortmund’s city council adopted a new brand narrative. By May 2025, the corresponding design was introduced. Under the guiding claim “The Only One of […]

All corporate, or what?

Prof. em. Olaf Leu

Before | After

The information magazine "BluePrint" from wirDesign, Braunschweig/Berlin, posed some questions about corporate design in one issue and titled the whole thing with the questioning headline […]

Trust, look, who!

Prof. em. Olaf Leu

Before | After

Let's start with a look back: in 1983, the industry magazine published by Süddeutscher Verlag in Munich announced the competition "The best annual report". Winfried Wilhelm, editor-in-chief and also [...]

Identity, brand, future (IV)

PERSPECTIVES

A discussion with AI as an experiment. In the previous three parts of the interview, we spoke with the Chinese chatbot DeepSeek. But there are a whole […]

From strong brands to heavy earths. A geopolitical turning point?

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

Brands are—par excellence—the symbol of Western world order. They represent not just products but power, influence, identity. Apple, Microsoft, IBM, Ford, Coca-Cola, Nike, McDonald’s, Google, ExxonMobil, Pfizer, […]

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