Brand Identity
TKO
Agency: move:elevator
Brand Identity Design, consultation
Tourismus und Kultur Oranienburg (TKO) is a fully owned municipal company and a subsidiary of the LE.O Group, responsible for promoting and managing cultural and tourism offerings in Oranienburg. Traditionally, its brand identity was closely aligned with that of its parent company, which underwent a rebranding in 2024. This presented the perfect opportunity for TKO to refresh its own identity, positioning itself as a dynamic brand dedicated to creating meaningful experiences for both residents and visitors.
The Challenge
TKO lacked a distinct brand identity, relying on insights, strategies, and assets borrowed from its parent company in a purely pragmatic manner. Its logo was more descriptive than distinctive, making a fresh start essential. Developing a new identity from the ground up allowed for a look and feel that truly captured the joy and sense of community TKO strives to foster.
The process
During discovery sessions with the client, we delved into the core of the company—who they serve, their motivations, and the reputation they aimed to build within the community. TKO's offerings span four divisions, each requiring a recognizable sub-brand while maintaining a cohesive family identity.
The design phase began with translating these insights into a distinctive visual identity. I presented three stylescapes to define the creative direction, ensuring client involvement while streamlining feedback. This approach fostered collaboration, allowing the client to contribute meaningfully without taking on the role of art directors.
Next, I developed two logo concepts and a set of distinctive brand assets, presenting them alongside multiple mockups. The process proved highly effective, with the concept approved after just two rounds of minor refinements. This efficiency allowed for a swift transition to finalizing brand assets and guidelines.
The result
The final identity features a monogram with structured yet organic lettering, complemented by a versatile logotype designed for adaptability and scalability across all media. The colour palette was carefully crafted to ensure both TKO and its divisions were distinctly recognisable. Additionally, the organic, two-toned shapes from the logo were extended into background elements and layout structures, creating a cohesive and dynamic visual system.
I also designed adaptable badge sets for each TKO division, perfect for merchandise and other applications requiring decorative yet distinctive artwork.
The result is a brand identity that finally expresses the personality that had long been suppressed. The most rewarding part of the process was witnessing the joy on the client’s faces as their brand came to life—one step and one meeting at a time.
