Graphics & The Branding Language

Well here it is, the first official project of my second year… Graphics & The Branding Language. For the project I have been asked to create a Rough Guide City Brand 2016, Rough Guides is a leading publisher of travel and reference information known for its…‘tell it like it is’ attitude, accurate, up-to-date content and informed contemporary writing. In the summer of 1981 a small group of writers set about creating their own guidebook series; a series that aimed to combine a journalistic approach to description with a practical approach to travellers’ needs.

Rough Guides is as much a travel content provider as it is a publisher of guidebooks. The guides themselves – distributed worldwide by the Penguin group – cover more than 200 destinations around the globe. Rough Guides have also migrated to digital platforms with the launch of Rough Guides city guides for iOS, Android and Windows platforms, interactive e-books and downloadable guide chapters. You can even pick up Rough Guides inspirational apps, like the stunning World Lens travel photography app, Trip Lens, a unique sharing and documenting app, plus the award-winning Rough Roads game, which has had over 12 million plays to date.

These days you can get Rough Guides great travel advice anyway you want it.

  • Travel guides to more than 200 worldwide destinations
  • Dictionary phrasebooks for 18 major languages
  • Full colour inspirational guides such as Make the Most of Your Time on Earth
  • Travel Specials including First-Time guides and Travel with Babies and Young Children
  • Music guides running the gamut from Opera to Elvis
  • Reference books on topics as diverse as Climate Change and the Titanic
  • Pop culture reference books on topics as diverse as Social Media and Shakespeare
  • Rough Guides eBooks from our across the travel and reference range
  • Apps for travel inspiration

Increasingly in the 21 Century cities and urban regions compete with other destinations for attention with regard to tourism (visitors, shopping, events, fashion, music etc)

Globalisation has encouraged visitors to expand their horizons and embrace new diverse cultures, it directly affects all cities and urban settlements where people live, work, visit, drink, eat, socialise, entertain and shop.

The Brief

I am expected to investigate, research and analyse the marketing context for the product/brand by utilising Word press to record and annotate the subject of branding in general and specifically about my Rough Guide City Brand 2016.

The above information should then become part of my report and evaluation, compiled and written to support your marketing design proposals for the promotion of my Rough Guide City Brand. The report should also include reasons justifying my design decisions in response to my marketing analysis to brand my ‘chosen’ city for Rough Guide City Brand 2016.

Include how I’ve have considered the graphic elements of colour, shape form, typeface, visual impact, style, layout and mood. Also the main terminology, elements and definitions of branding, including explanations of terms such as the brand, brand image, awareness, brand recognition and recall, brand preference, brand equity, ethos and any other relevant terms.

Specific Requirements –

  • A contemporary, modern/retro logo* or logotype for your chosen Rough Guide (New York NY is also known as The Big Apple) with a coordinated colour scheme to represent the City, it’s brand values and possibly cultural origins.
  • A promotional brochure or magazine if preferred, (any size, colour and format) incorporating a mission statement or proposition to form part of the Rough Guide City Brand 2016. (comprising of a cover and at least 4 double page spreads)
  • Double page spreads and content could relate to sections within the City or suggested top 5 or top 10 ‘must see destinations’ – galleries, museums, walking tours, dining, attractions or similar visitor information and destinations.
  • Advertising and promotion: poster(s), billboard (digital or print) postcards or flyers promoting your chosen City to accompany the Rough Guide brochure.

Further developments –

Environmental application of the visual style of the City could incorporate the following

  • Banners, street furniture, ambient graphics or a mural
  • Further examples of double page spreads
  • Alternative covers for another City to show a corporate flavour

What City am I going to choose?

A City Brand is its promise of value, a promise that needs to be keptIts purpose is to inform, clarify and challenge people’s views, I am acquired to choose a city from the following list (typed below) that my tutor has given me and brand it for the forthcoming Rough Guide City Brand 2016, a guide that’s going to last at least 3 – 5 years.

Amsterdam –

Hotels – Restaurants – Anne Frank House – Magere Brug – Dam Square – Rijksmuseum – Van Gogh Museum

Berlin –

Hotels – Restaurants – Brandenburger Tor – Checkpoint Charlie – Pergamon Museum – Berlin Wall – Unter den Linden

Lisbon –

Hotels – Restaurants – Sintra – Belem tower – Cascais – Estoril – Alfama – Bairro Alto

London –

Hotels – Restaurants – Shard – Buckingham Palace – Battersea Power Station – Tower of London – Big Ben

Moscow –

Hotels – Restaurants – Kremlin – Tretyakov Gallery – Gorky Park – Ostankino – Pushkin – Lenin Mausoleum

New York –

Hotels – Restaurants – Empire State Building – Rockefeller Center – Statue of Liberty – Ellis Island – Grand Central – MOMA

Paris –

Hotels – Restaurants – Arc de Triomphe – Eiffel Tower – Louvre – Pompidou Centre – Catacombs – (Disneyland Paris?)

Reykjavik –

Hotels – Restaurants – Hallgrímskirkja – Blue Lagoon – Harpa – Tiu Droppar – Settlement Exhibition

Rome –

Hotels – Restaurants – Colosseum – Roman Forum – Fontana di Trevi – Piazza del Campidoglio – Trastevere – Pantheon

Tokyo –

Tokyo tower – Tachikawa – Asakusa – Mt.Fuji – Meiji Jingu Shrine – Ginza – Senso-ji – Ghibli Museum

Venice –

Hotels – Restaurants – Piazza San Marco – Palazzo Ducale – Bridge of Sighs – Burano – Rialto Bridge – Grand Canal

A City brand may become organic and become expressive – similarities can be drawn in areas such as culture, ethos, graphic design, typography, advertising, photography, music, fashion, film, art, architecture, many other aspects are crucial to brand a City.

I opted to write more possible cities that weren’t included on the list because the brief states we can choose any city we want. My list below includes…

Athens –

Hotels – Restaurants – Panathenaic Stadium – Monastiraki – Plaka – Acropolis -Syntagma Square – Kolonaki

Barcelona –

Hotels – Restaurants – Nou Camp – Sagrat Cor – Sagrada Familia – Acropolis -Syntagma Square – Arc De Triomf

Bern –

Hotels – Restaurants – Zytlogge – Nydeggkirche – kindlifresserbrunnen – Moossee – Swiss Alpine Museum – Egelsee – Bern Minister

Bilboa –

Hotels – Restaurants – Plaza Nueva – Zubizuru – Iberdrola Tower – Pagasarri -Teatro Arriaga – Basilica of Begona- Parque Europa – Mount Artxanda

Budapest – 

Hotels – Restaurants – Chain Bridge –  Buda Castle – Matthias Church – Margaret Island – Palace of Arts – City Park – House of Terror – National Theatre

Cape Town – 

Hotels – Restaurants – Table Mountain – Boulder Beach – Cape of Good Hope – Table Bay – District Six – Cape Town Stadium – Robben Island – Kogelberg

Dubai –

Hotels – Restaurants – Burj Khalifa – The World – Palm Island – Ski Dubai -Jumeirah Mosque – Deira Island – The Universe – F1-X Dubai

Hong Kong –

Hotels – Restaurants – Victoria Peak – Lamma Island – Man Mo Temple – Ngong Ping 360 – City Gallery  – Sharp Island – High West – Sharp Peak

Madrid –

Hotels – Restaurants – Santiago Bernabeu – El Rasto – Temple of Debod – Parque Warner Madrid – Plaza Mayor Madrid – Royal Palace of Madrid – Palacio De Cristal – Casa De Campo

Malaga –

Hotels – Restaurants – Costa Del Sol – Tivoli World – Alcazaba – Gibralfaro -Guadalhorce River – La Rosaleda Stadium – Palacio De La Aduana – Picasso Museum

Rio De Janiero –

Hotels – Restaurants – Christ the Redeemer – Corcovado – Ipanema – Maracana Stadium – Arpoador – Leblon – Museum of Life – Catete Palace – Guaratiba

San Francisco –

Hotels – Restaurants – Golden Gate Bridge – Alcatraz Island – Chinatown – Union Square – Fishermans Warf – Angel Island – Crissy Field – Ocean Beach – Marin Headlines

Toronto –

Hotels – Restaurants – Toronto Island – CN Tower – Rodgers Centre – High Park – Fort York – Queens Quay – Casa Lama – Brookfield Place – Toronto Zoo

Brand Report

After researching thoroughly in to different cities I narrowed it down to three possible locations, Madrid, Berlin, and Melbourne, these were my favourite cities that I looked in too. The best in my opinion is Berlin, which is going to be the city I create my rough guide city 2016 on. Berlin is a city of culture, design, architecture, and science. Berlin is currently recognised as a world city of culture and creative industries. Despite its flamboyant atmosphere and creative background, Berlin isn’t even in the top 25 destinations to visit. My challenge is to change peoples perceptions and focus on the attractions and appeal Berlin has to offer. I plan to attract creative young people/students ages 20-29, seen as Berlin is one of the most creative/design cities in the world,  I should be able to get designers attention by focusing on Galleries, Buildings and Architecture. I will produce a top 10 attractions guide to Berlin, I will also incorporate German design features in to my design such as bold sleek typography overlapping images, and a bauhaus like type of style. I will also create banners and posters, that will promote the rough guide, and posters that will advertise certain exhibitions of the galleries that I will include in my rough guide. I will finally design three other alternative covers for other cities to show a corporate flavour.

Here is a list of attractions that I’m thinking of including in my rough city travel guide 2016…

Galleries –

  • Berlinische Galerie
  • Hamburger Bahnhof
  • Pool Gallery
  • Me Collectors Room
  • East Side Gallery
  • Johann König
  • KW Institute for Contemporary Art
  • Circleculture Gallery

Museums –

  • Bauhaus Archives – Museum of Design
  • Museum Berggruen
  • Topography of Terror
  • Allied Museum
  • The Berlin Wall Memorial
  • Pergamon Museum
  • Palace Of Tears
  • Classic Remise Berlin

Restaurants –

  • Papilles
  • Frenc Heartcrafted Goods
  • Heising
  • Flaminia
  • Soy
  • Trattoria La Terrazza
  • Villa Rodizio
  • Marjellchen
  • Hackethals
  • Gestern
  • Restaurant Jungfernmuhle

Nightlife –

  • Tresor
  • Felix
  • Club der Visionaere
  • B-Flat
  • KitKat Klub
  • Club Moscau
  • Adagio
  • SchwuZ
  • Pearl Bar
  • Watergate
  • Matrix Club

Architecture –

  • Berlin Philharmonic
  • Museum Island
  • Reichstag Building
  • Olympic Stadium
  • Gendarmenmarkt
  • Galeries Lafayette
  • Jewish Museum
  • Television Tower
  • DZ Bank Building
  • Sony Center
  • Konzerthaus
  • Bundeskanzleramt
  • SANDEMANs NEW Berlin Tours

Hotels –

  • Nohow Berlin
  • Michelberger Hotel
  • Radisson Blu Hotel
  • Adina
  • Das Stue
  • Hotel Crown Plaza
  • Swissotel Berlin
  • Mandala
  • Steigenberger
  • Hotel Otto
  • Pestana Hotel

Cafe’s –

  • Moo Cafe
  • Belleville
  • Cafe Sizzle
  • Vinaggio
  • Schwarzes
  • Fassbender & Rausch
  • Oliv Cafe
  • Cafe Bleibtreu
  • Krone Kitchen & Coffee
  • Antipodes
  • Cafe Rosenrot
  • Cafe Tasso
  • Luftbrucke Cafe
  • Hard Rock Cafe


For my research I will firstly look at different travel guide/brochure guides, and secondly delving in to the German graphic design work/style. Looking in to different travel brochure guides will help me gain inspiration when designing my guide, I will look in to the different layout designs, typefaces, and image placement. I think it will be good to also look at how different travel guides are fit for purpose, and what I mean by that is, does it sell to the right target audience, this is something that I want to achieve greatly when design my travel guide to Berlin. I will also look in to German graphic design, this will help me gather more influence when designing my guide/brochure, I will look in to what type of design German graphic designers use, such as typefaces, colour, and layout design. I think its important that I look at german graphic design as my guide/brochure is aimed at creative young people/students, I want make my designs as creative as possible so I can sell the city of Berlin to my target audience.

Travel Guide/Brochure research…

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These are the rough guides to Berlin, found on Ive chosen to research these rough guide brochures because these are the original rough guides to Berlin. Upon first impressions the design isn’t good by all means, its very out dated in my opinion, the aim of a front cover should be to grab your audience’s attention by creating an emotional connection, a want to read or explore what lies within your brochure, which this design lacks. With how outdated the designs are, you’d think the brochures are aimed at middle/older aged people, as a young person myself I would not take one look at this brochure because it doesn’t appeal to me. If I had to pick an element of the travel guide/brochures I liked it would have to be the imagery, again not a brilliant aspect but, I like the way the image just fills the front of the cover. Overall the design is too obsolete for me personally, it needs to become more engaging so it can be perceived.

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These two screenshots include information about two cities, Berlin and Amsterdam, I’ve chosen these two because, I like the clean design style, especially the Amsterdam one, the orange opacity drop links very well with the photography in the background. I like the sans serif typeface thats used, I think the light grey coloured type works a lot better than black in my opinion. The front cover design lacks so much quality in my opinion, its very tedious, and the typography is not legible in the slightest. I personally think this lets the overall guide/brochure design down, it doesn’t draw me in to read the brochure. Overall I think the design is okay, wouldn’t say its brilliant, in other words, it could be vastly improved.

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This travel guide is designed around Melbourne Australia, I wanted to analyse this one because, its got certain design features that I like. The front cover design is something caught my eye, I like the use of white space, in general the design looks simpler in terms of it being pretty plain but interesting at the same time. I like how the infographic skyline of Melbourne runs along the bottom of the front cover. I think the orange infographic works well with the green text, it doesn’t overpower the design too much, and neither colours is too bright either which can sometimes be off putting. Looking at the other images, the travel brochure design is very consistent, it uses the same thin sans serif font on the inside for the big bold text, and the serif font for the smaller text, just like the front cover does, also inside features the same colours orange and green, with the exception of a few more. The demographic for this travel guide is tough to analyse because the website in which I found the images on said its a ‘locals’ guide to Melbourne, which more or less means people who live there. However I would still say its fit for purpose because the guide allows users to explore one neighborhood at a time – letting them customise their itinerary to their leisure. By focusing on some smaller, lesser- known places, the travel guide allows users to discover hidden treasures that other guidebooks don’t reveal.. this is possibly an area that I could take in to consideration when designing my travel guide.

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Here are some more travel brochures that I found on, Ive chosen to research these because, I love the type of style that has been used on each one, its unique, sleek, and enticing, the dazzling colours and patterns draw me in immediately which is good because its something that I want to achieve amongst my travel brochure/guide. I love how each cover is consistent, interns of the how each design looks, the same colour texture is utilised throughout making each cover compatible with each other. The typography varies quite a lot, and what I mean by that is, some of them us sans serif and other use serif fonts, I particularly like the London, and Paris one because I think the placement as well as font fit well with overall design. This type of style would work well as a rough guide front cover in my opinion because its eye catching, modern, creative, and stylish. The only downside about these cover designs are that they aren’t real publications, I’d love to see how the design would continue through the content. Overall I think these guide covers are beautifully designed, they are something that I could take in to consideration when I design my rough city guide to Berlin.

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This is a brochure/travel guide to New York that I found on, I picked this particular one because I love the traditional yet modern appeal to it. Consistency is a major part on why I like the design, the black and white imagery and orange acuity drops are used throughout the whole guide/brochure. The circular images are a cordial feature, it gives the images a more efficient look, a great example of this is the fourth photo along, the images that are cropped off the page look brilliant, as well as the overlapping orange opacity drops, in my opinion this page is very alluring. The photography is one of the strongest elements of this design, the beautiful landscape captures of New York feature regularly, the best way to appeal to an audience is to make the images as enticing as possible, which the images do, a good example of this is image three which features a wonderful composition shot of the empire state building. I think using close up and angled shots would work great on my travel guide design, its something that I may take in to consideration. A semi bold sans serif font is used for the cover and main sub headings, the type is slightly expanded spacing between letters to give a clean, easy-to-read feel. One element of the brochure that I’d change would be the front cover, I’d personally like to see a more ‘wow’ factor, its a little tedious, and doesn’t catch my eye straight away. The main text is easily is easily legible, the kerning and leading are pretty much nailed on. Overall the travel guide/brochure is very good, the design features and typography all link up well.

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Here is another inspiring travel guide, this travel guide is based around the city of Auckland New Zealand. This is a beautiful design, the logo and the front cover design are just brilliant I love the rough card texture thats used, it looks really professional. The die cut is an elegant feature of the design, its rather unique as not many people tend to use die cuts on brochure designs. Its a fairly simplistic, yet minimal design, there isn’t too much going on so all the information isn’t too dense. I like the use of negative space on the sixth image, one thing that white space is great at doing is providing readers with a journey around the page. Too much information can sometimes be off-putting to a reader. I cherish the way the travel guide repeats the same navy blue colour throughout, this helps develop the organisation and strengthens the unity of the guide/brochure. One of the cons of this design is the fifth image, the first picture consists of a open page on the brochure, I think the text on the page is too cluttered, with the use of white space on the left hand side, I think the   four columns would be better aligned centrally. Like the last travel guide I looked at this one features some landscape photography, again this is good because its one of the best ways to appeal to an audience is to make the images as engaging as possible, a good example of this is the fourth image. Overall I think the design is very  inviting. Clean, modern, sophisticated, and fresh would be many words I would describe the brochure.

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This travel guide/brochure is called The Berlin Design Guide which is a practical manual for all those who want to explore Berlin’s creative aspects, whether they are newcomers or locals. It’s a city guide and designer directory rolled into one, highlighting contemporary developments in the built environment, design, art and fashion and joining the dots between them to paint a colourful picture not only of the city itself but also the dynamics that are at play within it. Im very happy that I found this because, this guide/brochure has a very similar demographic to my rough travel guide, also its for the city of Berlin which is good too. My first impressions of the cover of the guide/brochure design is rather positive, I commend the simplicity of the cover, the yellow base links up well with the background image, the bold serif helvetica like font is aligned well, I like the how the words design and Berlin are directly aligned with each other. The infographics for the facts and static’s is a great creative fete of the guide/brochure, I think its good that they’ve done something creative instead of just putting the facts and statistics in to a paragraph of text. The maps that are pictured throughout the guide/brochure are also in infographics form, I thinks its great that its a consistent feature throughout. The font that is used for the cover design, is used for the main sub headings for the inside of the guide/brochure design; consistency strengthens the unity of the brochure. The header and the footer are aligned and positioned well, also going back to the sub headings, the type is well kerned and easily legible. The type hierarchy has been thought out to give each part of type, from headlines to captions, a specific visual role, although I wonder if the size has been exaggerated in order to create that desperately needed hierarchy. Overall I think the travel guide/brochure is fit for purpose, it has the right design elements such as the bright colours, big images, and infographic designs, I think it appeals to the target market of creative people, however it does help when the title of the brochure/guide is called “The Berlin Design Guide”. I think I will take some inspiration from this travel guide/brochure in to my design, such as the simplistic front cover, and the bold sans serif fonts.

German Graphic Design research…

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Here are three screenshot examples of german graphic design. I found these images on a website called “design made in Germany” its a website that consist of design inspiration created in Germany. I picked up on these three because I love the duotone typography thats features on the designs, I’m a massive fan of duotone type because its bold, colourful, and most importantly it stands out, these type of elements feature on quite a lot of german design, especially the bauhaus designs, a lot of the bauhaus posters are made up of bright colours, also bright colours mixed with black and white imagery, which has a great effect on some posters.

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These are some more examples of german graphic design work. They all have a simplistic approach, I especially think the first and third one are very strong examples of quality pieces of graphic design, I love the crisp bold typography, its really eye catching. Theres loads of images showing how sleek german typography is on most designs, here is a website with some excellent references on this website > They both have a really strong hierarchy, which is obviously what I want to achieve on my outcomes. As for the second image, I have mixed opinions, first of all i think the typography is great, I like the way its being presented, however its flaw is its not legible at all, I’m not 100% sure what it actually says.

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These images are what I found on Pinterest, I love all three of these images, they are beautifully designed, simplistic, and are not too overcrowded with text etc. The first one, which is pretty hard to see; This is the close up image you can tell straight away that its german because obvious the language, but the design is very bauhaus like, with its black and white imagery and its overlapping opacity drops,  think the overall design is great, one downfall is i dot like the typography towards the back of the brochure design. The second brochure is built around being clean and simple, I adore the use of negative space, I think it works well on any design especially this one, I like how the word ‘Hoyanger’ overlaps the image, its adds that extra quality, its little design features such as that, that make a design look more effective. The last image again like the first I look at has design features very analogous to bauhaus design, the image manipulation and overlapping opacity drops, above are three screen grabs of bauhaus design, I just wanted to compare how similar the designs are with the Berlin Fashionweek poster.

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Here are some more images found on Pinterest, I think all three designs are beautifully presented, the best design out of the three is the second one, the typography is brilliant, its sleek, and rather striking with the sharp sliced cut that deforms the text, ‘Graphic Dialogue’ is strongly aligned together, I like how the text at the bottom of the page runs off the straight slice, overall its a fantastic piece of typography. The third image I like because of the type again, I love the ’02’ font, its it fits well with the minimalistic design, again the use of negative space lifts the design to give it a modern appearance. The first design, is a brochure cover for a museum based in Germany, I like this designs because it relates very well to german design with the black and white imagery and overlapping opacity drops, however I’m not a fan of the font, its not very smooth and doesn’t fit with the design in my opinion.

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Here are three more examples of german design, the first image is a bauhaus poster, I like this main because of the colourful overlapping shapes, duotone colours work well on any design, its eye catching and effective. I also like the bold sans serif text too, its smooth, and works attractively with the overall design. The second one is a bauhaus typography poster that I found on ‘design made in Germany’, its quite similar to the ‘graphic dialogue’ one I looked at, it has similar feats such as the sharp slice that cut through the type, this is a great feature and gives the design a more contemporary presence, the only flaw is I can’t really make out what it says, however this could also be an advantage, because it gets people to look at the design, and get them thinking about what it actually says. The last one is a German graphic design magazine called Novum, they have loads of other design cover, but this one stood out the most for me with its striking red and white colour, the black and white horse falls well with the red and white zig zag pattern. Simplify is another reason why I like the design, theres not much going on which is good because you don’t want a design cluttered with text and images.

Berlin City Research

Berlin Culture

Berlin is recognised as a world city of culture and creative industries. Numerous cultural institutions, many of which enjoy international reputation are representing the diverse heritage of the city. Many young people, cultural entrepreneurs and international artists continue to settle in the city. Berlin has established itself as a popular entertainment center in Europe.The expanding cultural role of Berlin was underscored by the relocation of the Universal Music Group who decided to move their European headquarters and main studios to the banks of the River Spree. The city has a very diverse art scene and is home to over 700 art galleries. In 2005, Berlin was awarded the title “City of Design” by UNESCO.

Creative Industries 

Industries that do business in the creative arts and entertainment are an important and sizable sector of the economy of Berlin. The creative arts sector comprises music, film, advertising, architecture, art, design, fashion, performing arts, publishing, R&D, software, TV, radio, and video games. Around 22,600 creative enterprises, predominantly SMEs, generated over 18,6 billion Euro in total revenue. Berlin’s creative industries have contributed an estimated 20% of Berlin’s gross domestic product in 2005.


Berlin’s architecture combines elements from almost all periods and all styles. Emblematic of Berlin, the Brandenburg Gate is a renowned landmark in the city. There the world-famous boulevard Unter den Linden begins. Walking along and making small detours from this avenue one can catch a glimpse of the State Opera House, admire the Hedwig’s Cathedral or take a closer look at the collections of the Old Museum, which reveal a microcosm of cultural excellence. Berlin landmarks, such as the Gendarmenmarkt and the French and German Cathedral (including the Schauspielhaus), are the highest examples of the city’s Classicist architecture. The list of significant structures goes further with the Sanssouci Palace in Potsdam, where one can find the famous terraces designed by Knobelsdorff, as well as the Neues Palais and Orangerie. From among the numerous monuments of Berlin, one of the most famous is the Schiller statue, which reminds the visitors of the city’s powerful literary tradition. Important collections of art can be found at the monumental Pergamon Museum, whose building resembles an ancient temple. Since the reunification of 1989, you can get there by a boat-ride on the Spree River (which passes by the Reichstagsgebäude – government buildings) or on foot, strolling through the historic inner city. Although much of the great art collections of former Berlin suffered the consequences of World War II, many paintings were saved stored in salt mines.

Museums and galleries

Berlin is currently at the leading edge of the global contemporary art scene. There are over 600 art galleries in the city. It is estimated that 6,000 to 7,000 artists live in the city, with a quarter of them being from outside Germany. The beginnings of the modern boom in Berlin’s art scene were during the 1990s. In 1995, a Berlin art fair, Art Forum Berlin, was first held. The Berlin Biennale for contemporary artists, held every June, began in 1998. Galleries have grown steadily in number since then. Galleries and artists’ residences are mostly found in the neighbourhoods in Mitte, Kreuzberg, Wedding, and Charlottenburg.erlin is home to 153 museums. The ensemble on the Museum Island is a UNESCO World Heritage Site and is situated in the northern part of the Spree Island between the Spree and the Kupfergraben. As early as 1841, it was designated a “district dedicated to art and antiquities” by royal decree. Subsequently, the Altes Museum in the Lustgarten displaying the bust of Queen Nefertiti,the Neues Museum, Alte Nationalgalerie, Pergamon Museum, and Bode Museum were built there. While these buildings once housed distinct collections, the names of the buildings no longer necessarily correspond to the names of their collections.

Berlin Thoughts 

Reseaching the City of Berlin I have come to find that one thing that stands out is strong culture and quality of life. Berlin is rich in culture, design, architecture, and recreation. Their current brand is certainly very strong, the brand has been campaigned to showcase Berlin’s virtues and promote the city’s image as a creative, innovative and value-generating place to live and work, this is great for people who want to relocate and live in Berlin, but does it attract tourists? As I’ve stated before, Berlin is one of the most creative cities in the world, but its not even in the top 25 tourists attractions in the world, I want to change peoples perceptions by focusing on whats more important to tourists, especially people who suit my demographic, which is creative students/people ages 20-29, I personally think Berlin should embrace its culture a little more and focus on what’s important, and what will attract ‘tourists’ in my opinion, they are more interested in restaurants & bars, museums and galleries, parks and resorts, open spaces, famous buildings and attractions and places to relax.

Mission Statement

My mission is to realise Berlin as a city for innovation, creativity and culture, inflamed by the assortment of its culture, and not forgetting its people, to enhance the Berlin’s competitive position by concentrating on galleries, museums, parks, architecture, design and quality of living.

Overall looking in to the branding, culture, and attractions of Berlin, has given me a clear idea of what type of brand style I want to use on my Rough Guide, advertising posters, and application. Researching  german graphic design has helped me a lot because its driven me to a certain type of style what I want my design to look like, as I said in my brand report I want to use sleek typography and overlapping images. I will now start to mind map my ides and get on with designing my rough travel guide to Berlin as well as other promotional material. Lets do this!


I will produce a rough guide brochure that feature the top ten 10 attractions of Berlin. I will also produce posters, and an application that will feature along side the rough guide brochure. I will start off by brainstorming some features that will be used in my rough guide, such as colour, layout, and type etc. Also I will come up with a new rough guides logo, which will also feature throughout the guide.

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After researching a different varieties of rough guides, and brochure designs, I started to brainstorm some of the key elements of my brochure design, I started to focus on the colours, layout, an typeface I wanted to use. I firstly looked at what colour scheme, the brochure and the whole brand style will be. I did some research before deciding, because I originally wanted you choose and light blue colour, but I wanted to use the colour that originally represents Berlin, which I found out is the colour red (Berlin flag above). So the colour that will feature on my design is red, as its fit for purpose because, its the colour of the city I want to brand. The layout will consist of big numbers, minimalistic design, and a duo tone style. I will be choose the typeface carefully, because it will be a big feature on my design work, the type has to look sleek and professional when displayed.

I want to use a crisp sans serif typeface that will give my design work a positive feel and appearance. I selected a few that would suit my design, and be also fit for purpose. My favourite out of the ones I chose is ‘Din’ because its a very modern typeface, its a typeface that I personally don’t see vert often when I’m looking for design inspiration. Its also fit for purpose for me, because I wanted a crisp, tidy, and sleek typeface, ‘Din’ offers all three in my opinion. I was originally going to use ‘Helvetica’ but I think its a typeface thats overused on many pieces of design work, its a brilliant typeface but I think ‘Din’ is little more quirky than ‘Helvetica’.

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Here are some of my logos sketches and designs, that will feature on my rough guide. I want a clean and attractive logo, as this will feature on my rough guide cover. I wanted to combine the words rough guide and Berlin, so its fits with the brochure more appropriately. As you can see from my sketches I like the idea of using hyphens on my logotype, Ive seen this on logos in the past, and they all looked really elegant on display. The digital version that I produced, look really suitable, I experimented with the weight of the typeface, I originally was going to use a regular/thin (Din) type but it didn’t have the same impact as the bold type. The logo that I did eventually choose which is pictured above is the strongest in my opinion, Its a logo that will work well with my front cover design, I’m going to make my guide consistent by using the hyphen type style on my sub heading in my guide. The logo will not be focused on too much as this is not a corporate identity module, therefore it should be incorporated in my guide, and should not become the main focus of this module.

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I also had to come up with my own rough guides logo, which will feature on my brochure. Again I don’t want to focus too much on the rough guides logo because Berlin is the main focus. I kept my logo design clean and simple. The circle represents planet earth, as rough guides is as much a travel’ content provider as it is a publisher of guidebooks.

What attractions are going to feature in my Rough Guide?

After some extensive research earlier on, I have chosen 10 solid attractions that is suited and fit for purpose for my target market, featuring, museums and galleries, main city attractions, parks and open spaces, famous buildings  and places to relax. 10 Attractions list…

Bauhaus Archive

Berlinische Galerie

Treptower park

Tiergarten Park

Jewish Museum

Museum Island

Brandenburg Gate


Checkpoint Charlie


Each attraction will give information, history and in depth tourist advice.

Berlin Rough Guide Development –

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These some of my keyline sketches which display the layout of my brochure. As you already know I will be doing a top 10 attractions guide to Berlin, each attraction will consist of three pages of information, the three pages will all consist of an image underlapping a red opacity drop, why red? because its the set colour for Berlin, the images will be black and white because from researching in to Berlin, I came across bauhaus, and its type of design that I want to incorporate in my brochure.



These are my final key line/sketches for my rough guide, this gives you a more clear view of what I want my brochure to look like, as I’ve already stated I will be having three sections per attraction, I will use the same layout design for each attraction so the whole brochure will have an urge of consistency to it. On my key line/sketches I’ve stated what point size, colours, and image placement. When I analyse my rough guide, I will talk about how I have considered the graphic elements of colour, shape form, typeface, visual impact, style, layout and mood. Also the main terminology, elements and definitions of branding, including explanations of terms such as the brand, brand image, awareness, brand recognition and recall, brand preference, brand equity, ethos and any other relevant terms.

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The first element I did was to create my indesign document up, this just gives me an idea of what dimensions I am working to and where my final file size and bleed lines are. I used a gutter of 5mm, and margins of 13mm. This is the document set up with guides shown.

Rough Guide development

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This is the development of my front cover design for my rough guide to Berlin, as you can see I’ve tried to keep it as simple as possible, I’ve also used the same layout as my sketch/keyline design which I’m really happy with. The logo fits perfectly, and is aligned very well, the hearty is really strong, especially with how the logo, sits directly above the ‘top ten attractions’ and also the ‘rough guides’ logo. As for the image, its easy to see and not too translucent, Ive choose that particular image because not only is going to feature in my rough guide, its one of the most famous landmarks in Berlin (Brandenburg Gate), so I think its appropriate to use on the cover of my rough guide. As you can see I changed the image to black and white, all my images will have this effect throughout. I’m very happy with front cover design because its creative and unique, it fits the bauhaus style I wanted to incorporate in to my design. Designing a creative brochure (bauhaus style) for a target market like mine, should fulfil the needs of the consumer.

Berlin brochure front 3   Berlin brochure front 2

Here are just too designs that I came up with before the one I did eventually choose. As I wanted to use duotone (bauhaus) style on my brochure, I tried using it on the main logo to see what it would look like. I wasn’t keen at all on the final outcome, the text is not legible at all, and it just seems all over the place for my liking, hence why I didn’t choose these for my final front cover designs.

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As you can see not only did I take inspiration from my sketches, but also from the extensive research I did, these three designs are all from the german graphic design section, they influenced me because, its the type of style I wanted to approach on my designs (Bauhaus), it all links well and fits together, because I’m getting inspiration from german design (bauhaus) and incorporating it in to my Berlin rough guide, so basically in other words theres a solid rational behind my designs. The brief states ‘effectively communicate to the target market,’ hence why I’m getting as much inspiration to make my design as creative and unique as possible.

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This is the first page as you open the brochure, I wanted something welcoming an attractive, This image completely fits the bill perfectly, I just think its a nice touch as you open the brochure.

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This is the content page I designed for the rough guide. Again the design is very minimal, with a lot of use of negative space. It’s a very sleek and contemporary design that suits the rough guide brand well. The black and white image behind is of the Berlin Victory Column, this attraction will feature in my brochure later on. The type that I have used for the table of contents is Din bold 150pt, I like the way the type links well with the black and white image, I carried on the hyphen design, like my logo on my front cover design, to give my brochure a consistent appeal. The contents page on the left is beautifully presented in my opinion, its very minimal. The text size is 9pt and 14 leading, and the font is din regular. The left side of the contents page links up very well with the right hand side, this is because I have thought about the type hierarchy and placement.

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I tried some other designs before choosing my final one. The ones shown above are just alternative designs that I thought about using, but personally I don’t think these ones are as strong as the contents page I chose for my rough guide, the page number on the right hand side aren’t as subtle, its not that I don’t like the designs, its just they don’t suit the minimal layout I am looking for.

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This the image I was unpriced from to create my contents page, especially for the left page (Table of contents). I took inspiration from the text on the right hand side of the brochure, my aim was to embody this sort of type alignment on to my contents page, I like how the brochure above uses, hyphens, and well kerned type. The text is also very big and eye catching which I like too. I personally think I have taken inspiration from this design exceedingly well, its an element that looks clean and contemporary.

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This design is my first section of my rough guide. This particular page is giving information about the bauhaus archive. Ive followed the layout design of my sketches, I think the design is very 60-70’s, Bauhaus. It’s very German in it’s overall layout so I think I’ve hit the nail on the head style-wise. The opacity drop that overlaps the image is an element that looks really attractive on the page, also the “bauhaus archive” text aligns brilliantly with the information below (as pictured above) I also like how I’ve kept the design consistent with the cover, contents page, and other aspects. Finally the header ‘bauhaus Archive’ uses the hyphens that is used on other pages too which gives the brochure a persistent look.

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This page focuses on the history of the attraction, it will give information on the bauhaus archive. I have been inspired by the design of my sketches, as you can see from my actual digital design, the overall layout, colours, and images is very consistent with the other previous pages. The hierarchy is very strong on the spread because the rough guides logo runs nicely off the image on the page (blue lines showing). The ‘exhibitions at the bauhaus archive’ also runs off the black and white image. finally the bottom of the opacity drop runs on the same line of the bauhaus archive heading too. Its good to think about where your images and text are going to go, you don’t just want them floating about anywhere, this is why I’m glad my images and text have a some what relationship. Overall I am extremely happy with this spread.

sdfasdgfg  Screen Shot 2015-12-16 at 15.17.15  Screen Shot 2015-12-16 at 15.17.34  Screen Shot 2015-12-16 at 15.17.42  Screen Shot 2015-12-16 at 15.19.12

This page offers various information, and what bauhaus has to offer, I will be doing this for each attraction so the brochure is persistent in terms of the information given. I was inspired from my sketches again for this certain spread, the design is very clean, the typography is good too. On the left page, the text size is 150pt and kerned at 20, teach layer of text is spaced out the same distance to give the page a strong hierarchy. The background image is a section of the bauhaus archives, I tried it in black and white, but it didn’t work as well, so I added a red opacity drop (50%) to make the image more legible with the type on top. Also I’ve carried on the hyphen design on both pages, the red dashes above and below the main text on the right side, is also a feature that I have carried on throughout. Overall I am very happy with this design, its very german, which I’m obviously aiming for. Plus theres lot of creative uniqueness about it, it not just your average rough guide design.

All the ten attractions included will have a three spreads of information, the same layout will be pursued as the one above, the only differences being the text, images, and information. The rough guide consists of 86 pages.

Here is the rest of the brochure… (Full Brochure)



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Brochure Impositions…

super impositon berlin brochure

Brochure cover

Brochure Contents

Number page

museum island

Jewish Museum

brochure imposition 2

Brochure imposition 1

Overall I am overwhelmed by how my rough guide has turned out, the bauhaus style design looks visually appealing. I personally think it has a brand appeal towards my target market of creative young people aged 20-29. The fact that I’ve got a rational behind the design of the brochure gives it that (bauhaus design) extra creative edge.

Advertising and Promotion

The brief states we are required too ‘Advertising and promotion: poster(s), billboard (digital or print) postcards or flyers promoting your chosen City to accompany the Rough Guide brochure.’

As I declared in my brand report, I am going to create a poster promoting the rough guide to Berlin campaign brochure, I will also create posters, that will advertise certain exhibitions of the galleries that I will include in my rough guide. I will finally design three other alternative covers for other cities to show a corporate flavour.

Rough guide poster development –

The aim for my poster design is to catch young creative people eye, like what I did with my rough guide design. I will keep it consistent with the brochure design, with a black and white, and a red opacity drop (50%) I don’t want to over complicate the design, simple, clean and contemporary is the appearance I’m looking for. Here we go!


These are the poster sketches I came up with, as you can see I’ve gone for a similar type of design to the front cover of my rough guide brochure. Black and white background image, red overlapping duotone, and crisp typography, the footer will feature a website link to the Rough Guide Berlin website, the right side of the footer will be the rough guide logo.

Screen Shot 2015-12-16 at 20.11.30  Screen Shot 2015-12-16 at 20.09.03  Treptower 4Screen Shot 2015-12-16 at 20.09.40

This is the final poster design, as you can see, its a clean and simple design, I stuck to the same layout as my sketch design. I like the fact that the design is very persistent with the brochure design, so you can see a link between them both, its easy to know that they are both from the same branding campaign. The background image is of Treptower park, I personally think its a welcoming image, a good image catches peoples attention too. The alluring image again has good relationship with the other elements of the poster such as the type and opacity drop duotone. Overall I am very happy with the poster design, Its eye catching for people like me who is a creative person, so my demographic would hopefully find this poster design attractive and striking.

I think my advertising designs will look great super imposed on to adshels and billboards, doing this will make the designs more authentic and realistic.

Super Imposed poster design…

poster imposition


Exhibition posters development –

I thought it would be a clever Idea to do some exhibition posters, prompting new exhibitions at the two museums I have in my rough guide to Berlin. The poster will include information on the current and future/new exhibitions, on the footer I will encompass an address for the rough guide Berlin  website for more information.


These are my sketch designs, the sketch designs are very similar to my other poster sketches, this is because the same layout design will be used, the only differences being the type and background image. The exhibition posters will be super imposed on to to poster stands and adshels, this will make the poster more pragmatic.

Bauhaus 3

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This is the first exhibition poster for the Bauhaus Archive, Its a simple design, similar to the first poster design promoting the rough guide to Berlin. My favourite feature on the poster is the main bold text ‘BAUHAUS ARCHIVE EXHIBITIONS’ the reason is because of its beautiful hierarchy. The image is very approbate for the poster because its an actual photo from a bauhaus exhibition in Berlin, I’ve also used it in my rough guide too. the exhibition information in the middle is a strong part too, its very neat on show. All the type aligns up well with each other, this is because I’ve had a little help from the grid system I used. Towards the footer of the poster design you’ll notice I’ve added the rough guide to begin logo, this is to show that the poster are linked together with the brochure design. Overall I am very happy with the exhibition poster design, not to forget I have also added the website link at the bottom of the poster design, this is helpful for people wanting more information on the current exhibitions the bauhaus archive has to offer.

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This is the other exhibition poster for the Berlinische Galerie , as you can see its the exact same layout design, the only differences being the text, background image, and the website link. Im very ecstatic with this poster too, I think they both look great, and they both advertise and promote the exhibitions and rough guide to Berlin in a positive and creative way.

Super imposions…

Bauhaus archive imposition

berinsche poster imposition

exhibtion poster advert stand

poster stand exhbibtion advertising


Banners development –

I will create two banners, they will be both be advertising the new rough guide to Berlin branding campaign, the first banner will be very similar to the first poster I designed, simple just a website link and rough guide logo will be included. The second banner will include what what is going on the first banner, but this one will include the ten attractions that are included in my brochure, there will also be a small sub heading stating ‘Rough Guides presents the new rough guide to Berlin campaign’ and underneath the heading will be the ‘ten attractions’ that feature in my rough guide to Berlin.


Again the sketches are rather identical to the other advertising design sketches, this because of the consistency I am using amongst my designs.

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This is the first banner i have designed, its brand style is very appropriate in terms of being similar to my other designs, also its a minimal creative design that doesn’t lack design flare. This banner a long with my other one will be super imposed on to street banners, this will again give my banner designs that realistic appeal. The website link and rough guides logo also feature on the footer of the banner design, in the exact same place as the other advertising design I have produced.

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This banner design very similar, the differences are the background image, and the information towards the bottom page of the banner. I think the information I’ve added is good because, it gets people wondering ‘what is the rough guide to Berlin branding campaign?’ the list underneath is the ten attractions that are included inside my rough guide to Berlin brochure, it tells people whats included, what are the places to visit. The bauhaus duotone style is eye catching and attractive towards my demographic in my opinion, so creative people/students aged 20-29 should find this type of brand style conspicuous and striking.

Super impositions…

banner 1 and 2

Banner 1 imposition


Alternative covers development –

I finally created some more brochure cover for corporate flavour, in other words, what my style would look like on other covers for different cities around the world. I created three alternative covers, the first one for the City of Tokyo, the second for Austin Texas, and the final one for Zurich. The one thing that all these places have in common are that they are on the top ten most creative places in the world, I just thought it would be a good idea to do alternative covers for cities that have a creative spark like Berlin.

Rough guide to zurich

Rough guide to Tokyo

Rough guide to austin

Super impositions…

Zurich imposition

Tokyo imposition

Austin imposition


My Evaluation

Overall, I am very pleased with the final outcome of this module. My time-management has improvement and my design and development skills have also increasingly improved. I think that my brand style is brilliantly portrayed and is 100% appropriate for Berlin. In my opinion if this was a live project, I would be pretty confident that this would turn out to be a success. Completing this module has given me much greater confidence, its helped me to realise its not all about the the design work, but its about the idea behind it, this is an area in which I feel particular strong about, thanks to this project.

This is the second editorial/brochure project that I have worked on, I am big lover of brochure/editorial work, its an area of design that I get utterly immersed and embroiled about. I am very pleased with the outcomes that I have produced and with the control over my time-management as was able to and 86 page brochure as well as advertising material, plus 9000+ on my blog. These last weeks have been one hell of a ride, I have learnt many things from this module, such as deep thorough research and analysation. At the beginning of this module I quickly decided to have a German Bauhaus approach, not only for my own interest, but for my rational too, Bauhaus originated from Germany and I wanted to incorporated the duotone, and black and white images in to my work.

This module in my opinion has turned out to be a great success for me, however if I had to change one thing about my design, I would do 4 separate brochures separating them in to categories such as museums, galleries etc, also having different colour scheme for each section, this would be instead of incorporating it all in to one massive brochure.

This has been one of my favourite modules throughout the last year, I’ve really enjoyed showcasing my design and research skills, particularly for this branding module. Branding is an area of design that I have gained a real enjoyment for, and after doing this project, I relish up on it even more. I personally think I’ve answered the brief rather well, I think I too on the roles of Brand Manager, and Th Designer very wisely  to effectively respond to this brief. Im hoping if this was a live project I would’ve changed peoples views about Berlin as its not in the top 25 tourist attractions for young people.

Overall its been a mammoth of a journey, its a journey thats had its ups and downs, but I am overwhelmed with the work I have produced.











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