Eleven of the most culturally important spa towns joined together under the umbrella Great Spas of Europe and were nominated to become a World Heritage Site, designated by the UNESCO. MüllerValentini together with the responsible team underwent an intensive strategy and brand process and worked out the specialties of these spa towns. In implementation workshops, the stakeholders of the cities were brought into the process and familiarized with the brand. It was important to create an awareness of the brand within the cities, so that the brand was not only visible from the outside, but could also be lived inside.
The newly created umbrella brand reflects the high cultural and universal values of the eleven European spa towns. The elegant logo is based on a historic antiqua typeface whose origin coincides with the emergence period of spas. The royal blue color stands for both: the clear and refreshing waters of the springs and for tradition and aristocratic elegance.The blue ribbon symbolically weaves the transnational relationship of the participating locations and extends as a consistent, and at the same time highly flexible, design element through all media.
Client: Great Spas of Europe (Baden Baden, Bad Ems, Bad Kissingen, Baden bei Wien, Bath, Karlsbad, Marienbad, Franzenbad, Montecatini, Spa, Vichy)
Year: since 2017
Services: Research, analysis, brand strategy, brand character, brand positioning, brand architecture, workshops, corporate identity, communication strategy, guidelines, web design, corporate and editorial design, implementation, photography, media such as flyers / brochures / posters, brand activation, change management, stakeholder presentations