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URBAN DEVELOPMENT: WHO ARE WE AND WHO DO WE WANT TO BE?

WE ARE BERLIN

BERLIN AND THE POWER OF WE.

Berlin is made up of contrasts: From top to bottom, from early morning to Späti, from smart to art and from Kiez to the Chancellery - this is shown in the new image film, which was created as part of the #WirSindEinBerlin campaign and sends viewers on an exciting journey through the capital. And despite, or rather because of, all the contrasts that hardly seem to be compatible with each other, something very special emerges in Berlin: the "we" feeling that unites people into a community.The protagonists from the image film represent a part of this community, as they all move the city in their very own way - whether they are the employees of the Berlin city cleaning service, the Berlin star chefs Billy Wagner and Micha Schäfer, the Canadian comedian Daniel-Ryan Spaulding or Nyon, the robot of the Berlin University of Applied Sciences and some more. The city needs all these people to be Berlin.

Campaign motifs

The new motifs of the #WirSindEinBerlin campaign show the supposed opposites that collide in the capital and make it what it is.

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!

 

THE BEAR AWAKES

A colourful start: At the Festival of Lights the Berlin Bear shines from the Town Hall and in all districts with all those present.

 

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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.

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THE DESIGN OF BERLIN'S NEW BRAND