4 December 2006
New Visual Identity for Crafts Chambers

In 2004, the corporate identity agency MetaDesign created a new visual identity for the Chamber of Crafts and Trades in Munich and Upper Bavaria. In order to meet political and economic challenges, the Bavarian organization wanted to substantially strengthen its presence and to provide its members with more comprehensive information on its diverse offerings. The new design system was key to achieving these goals – and has proved so successful that a growing number of other regional chambers are now harnessing its visual power for a strong unified presence. The new visual design is increasingly becoming a symbol of a “chamber of crafts and trades” brand.

Sixteen different chambers – first and foremost those in Baden Württemberg – have recognized that a shared identity allows them to be perceived more clearly by their own members, the public and political leaders. The new corporate design developed by MetaDesign is flexible enough to fulfill the most diverse requirements. MetaDesign has supported these “new” chambers in implementing the design, whose rules are communicated to responsible parties via a practical online style guide. Thus, aside from visual synergies, it is economically advantageous for the individual chambers to position themselves collectively.

Uli Mayer-Johanssen, executive board member of MetaDesign AG, says: “The new corporate design speaks a clear language and illustrates the strategy of the crafts chambers. We are delighted to see that so many chambers have warmed up to the identity. These chambers have not only recognized the power it holds. They have also realized that a shared framework pools strengths and creates synergies. It is an investment in their brands that will enable them to use resources wisely over the long term, thereby cutting costs.”