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Editor:
Presscouncil City of Chemnitz
Pressrelease: 20

City of Chemnitz adapts word-image brand

Waiver of claim from 2026 - gradual introduction

The City of Chemnitz will be using its existing word/image mark in a revised form from 2026. This is a cautious adaptation of the existing visual identity. Lord Mayor Sven Schulze presented the revised brand at his New Year's reception on 13 January.

The aim of the adaptation is to make the word/image brand usable in the long term after the end of the Capital of Culture year 2025. The previous claim "European Capital of Culture 2025" will no longer be used. In future, the City of Chemnitz will deliberately dispense with a slogan or claim and present itself confidently with its name without any addition.

The design, design language and recognisability of the word-image brand will be retained. The revision is limited to necessary adjustments in order to keep the brand timeless, flexible and usable for different areas of application. This ensures continuity and at the same time creates a clear transition to the time after 2025.

The City of Chemnitz will be using its existing word/image mark in a revised form from 2026. This is a cautious adaptation of the existing visual identity. Lord Mayor Sven Schulze presented the revised brand at his New Year's reception on 13 January.

The aim of the adaptation is to make the word/image brand usable in the long term after the end of the Capital of Culture year 2025. The previous claim "European Capital of Culture 2025" will no longer apply. In future, the City of Chemnitz will deliberately dispense with a slogan or claim and present itself confidently with its name without any addition.

The design, design language and recognisability of the word/image brand will be retained. The revision is limited to necessary adjustments in order to keep the brand timeless, flexible and usable for different areas of application. This ensures continuity and at the same time creates a clear transition to the time after 2025.

The word/image mark will be available in three versions in future:

  • a German version:
  • an English version:
  • an international version with the addition "Germany", which is used in particular for communication and external presentation outside Europe.

The revised brand will be introduced gradually. Existing materials will be replaced as part of regular renewals. An immediate replacement of all applications is not planned.

The Berlin creative agency anschlaege.de has revised the brand. The contract was preceded by an award procedure. Costs totalling 7,000 euros were incurred for the reworking of the brand. This includes the graphic adaptation, the provision of the different language versions and the necessary utilisation and implementation formats. By gradually introducing the brand, the City of Chemnitz avoids additional costs for the premature replacement of existing materials.

With the careful adaptation of the word-image brand, the City of Chemnitz is focussing on continuity, clarity and a self-evident presence - without explanatory additions, but with a clear identity.