Representing the company that has been overseeing Berlin's public transit for over a century
The objective of this speculative project was to create a new logo that would accurately represent the spirit of this long-standing and beloved company, and could be used to brand various deliverables for years to come.
To begin, I conducted a thorough analysis of BVG's current brand persona. This included an in-depth review of their social media presence, as well as an examination of their various ad campaigns, posts, and even memes created by Berliners regarding their interactions with BVG. Through this research, it became apparent that BVG is a quintessentially Berlin company, with a deep pride in the city and a genuine affection for its inhabitants. Their brand voice consistently exudes an attitude of inclusivity, accessibility, and innovation.
Efficient - Caring - Proud
Based on my research into BVG, it became clear that the logo needed to embody Berlin, drawing from the city's rich history and spirit. Berlin has experienced a tumultuous and violent past, marked by war and separation. Today, it is a thriving and diverse metropolis where people celebrate the freedom and connection that is now theirs.
Old v. Imagined BVG Logo
The heart shape was important to keep through this process as it effectively conveys the BVG’s caring and approachable philosophy. The hearts are arranged in an interlocking single-line grid, which conveys efficiency and strength.
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The city of Berlin is made up of twelve major neighborhoods, each represented here by a square, and connected to each other by the rounded line that resembles a subway line on a map. Berlin was for so long divided, but is now well connected, in part thanks to the BVG’s impressive network.
Yellow has always been the BVG's primary color. Keeping it that way maintains its recognition. It's also one of Germany's national colors, and is commonly used for public services. It suits the BVG's sunny and modern persona. Each U-Bahn line has a color associated with it, and these colors have just been adjusted to suit each other and provide enough contrast.
​Because Berlin has had a long history of destruction and reconstruction across the city, there is little to no typographic consistency. This project thus called for a typeface that would feel in keeping with the general spirit of Berlin typography. DM sans served all the BVG’s needs. It’s clear and legible, timeless in its geometry, and visually akin to much of the existing city signage.
Signage mockups
Stationary mockups