As with my previous blog posts on Destination Branding, here’s a look at another excellent example. Düsseldorf, a medium-sized city in Germany known as the country’s fashion capital. Düsseldorf is the capital city of the German state of North Rhine-Westphalia and centre of the Rhine-Ruhr metropolitan region with a total population of 11 million people. The city itself is home to about 500,000 people.
The new rebranding exercise was launched in late 2012. The brand identity with the letter “D” clearly pays homage to the digital/internet era with an emoticon. The smiling “D” communicates friendliness, openness, happiness, a carefree attitude, and wellness.
“Our city is one of the most attractive locations in Germany and Europe. Dusseldorf offers the highest quality of life is placed economically strong, has an excellent landscape and invests example in the social field. We need a strong common sender, an umbrella brand that as a staple bundles numerous actors and our strengths that is more visible to the outside and the inside, and it’s an emotional, sympathetic Dusseldorf” – Dirk Elbers, Düsseldorf Mayor