WHO WE ARE
In 2019, the BERLIN city brand was launched, replacing the long-standing "be Berlin" brand, and since then, wir.berlin has been the digital home of the Berlin city brand. Both on our website and the wir.berlin (Instagram and Twitter) social media channels, you can find everything you need to know about the current and past image marketing campaigns of the Berlin city brand.
On behalf of the state of Berlin, Berlin Partner für Wirtschaft und Technologie Berlin (Berlin Partners for Business and Technology) implements the capital's marketing activities, which include wir.berlin's website, its social media channels and the campaigns presented on them.
THIS IS HOW WE IMPLEMENT THE BERLIN CITY BRAND
WE SHAPE BERLIN:
ALL OF US.
Berlin is home to millions of people, each with their own individual story and way of life, all living next to but, above all, with each other. That exactly is the focus of wir.Berlin: Berlin is the city of freedom, tolerance and pluralism. Berlin’s brand identity is not purely about the existing individual diversity, but also about emphasising what unites us as people in Berlin.
The basis of the brand is a mission statement for the capital developed over two and a half years. The results of this mission statement process have shown that Berlin has many strengths, but what Berliners above all wish to see is more solidarity and stronger sense of togetherness. The objective of the new brand development, as tendered by the Senate in September 2019, was therefore, to focus not only on the city’s existing potential, but also and above all on the feeling of common identity felt by all Berliners.
This sense togetherness and common identity felt by Berliners is mirrored in the participative approach of the city’s new brand. Berlin can and indeed should be jointly shaped and formed by everyone. For this reason, the brand and campaign elements are all freely accessible and open to use. Join in!
ONE BEAR FOR ALL
For sure: The Berlin Bear should be as colourful as our city. Starting now you can create, download and share your own version.
BE BERLIN IS GONE. FREEDOM REMAINS.
From 2008 to 2020 be Berlin was the city’s motto brand.
Through numerous events and campaigns, both at home and abroad, it conveyed the endless diversity of our dynamic metropolis all over the world. The central idea behind it all was that feeling that everyone here can experience every day: freedom.