berlin, the urban mosaic

This project, done in collaboration with Justine Bouvy for a Master's Program course at Media University Berlin, proposes a fresh branding campaign for the City of Berlin. The objective is to capture the city's multifaceted identity—balancing tradition and modernity, innovation and heritage, local culture and global influence—while acknowledging the transformations brought on by gentrification, tourism, and rising costs of living.

The new brand identity retains the iconic bear symbol from Berlin's coat of arms but reimagines it in pixel art. This pixelated style reflects the city’s youthful spirit and its historical association with counterculture in the 1990s and 2000s. The chosen font, Dagny, designed by a local Berlin type foundry, emphasizes simplicity and modernity, while the tagline celebrates Berlin’s multicultural diversity.

The visual strategy includes a flexible mosaic grid system where each pixel icon represents an aspect of Berlin’s culture—interculturality, parks, nightlife, and more. This design highlights the unity within the city’s diversity, allowing for adaptability across different formats. The primary color palette—black, white, and yellow—draws from Berlin’s existing brand colors, with red used as a nod to the city's historic identity.

Pixel art was selected for its connection to Berlin's digital art scene and retro-futuristic appeal, while the mosaic symbolizes the harmonious blend of elements that make Berlin unique. The design pays homage to the city’s past while reflecting its vibrant, evolving present.