Corporate

Munich Olympic Park Project World Heritage

Communicating world heritage. Shaping awareness.

The visual identity for Munich's Olympic Park World Heritage application is based on a conscious evolution of the iconic design of the 1972 Olympic Games. Its design approach – clarity, systematicity, openness and restraint – also forms the basis for the new corporate design. The aim was not to quote these characteristics, but to convey them authentically and update them in a contemporary way.

The central element is a modular logo with a linear emblem that abstractly combines the architecture, landscape and topography of the Olympic Park. Typography, colour palette, grid systems, vertical dividing lines, visual language and data graphics follow a clearly defined system of order.

All design elements are flexible, cross-media and designed for the long term. The corporate design thus enables consistent communication across print, exhibitions, presentations and digital media. It deliberately avoids pathos or exaggeration, instead creating a factual appearance through precision, scale and openness. In this way, the World Heritage characteristics of the Olympic Park – authenticity, integrity and design attitude – are communicated in a comprehensible and highly recognisable manner and anchored in the public consciousness.