Berlin seems to be so trendy, contemporary and cool, but its visual identity is quiet, characterless and really rather old-fashioned. Of course, there are lots of great cultural events, and these often have impressive corporate identities. Some are intimately connected to the city, which may be why the perception persists that Berlin has a strong graphic identity. We feel Berlin needs a visual identity, and it should be simple, universal and flexible. Any new signage system needs to recognise that Berlin is not just a town – it is a label, a brand. Berlin stands for so many things, politically, culturally and historically. It’s a challenge to encompass all those aspects, so the best route is to keep things straightforward and comprehensible, so that the proposed solution can be adjusted for a variety of environments and purposes. To keep it short – Berlin needs a logo. The name Berlin is known and understandable in almost every country and language. And the letter B is a very distinctive one – just right for a vibrant city such as Berlin. To make it more abstract, and also create something unique, the letter B should be transformed to an classic logotype that pays homage to the city’s Bauhaus links. The form of the lowercase B can be transformed into an uppercase character with the addition of one element, so we’ve used this additional shape, the “Element” to provide a second layer to the logo. This can be filled with abstract or pictorial images, which work to support the message required in any particular circumstance. This is a modern approach to providing an identity for Berlin – the “Element” attracts attention, and provides a practical and metaphorical platform for diversity that reflects these aspects of the city. Yet the two parts of the logo also interact, working together and becoming a unit.