Henriette Reker and a botched brand identity
Our guest author Michael Hirz believes that the anger about the new Cologne logo without a cathedral is more than just a feeling of excitement among local patriots
In the cathedral city Cologne there is trouble about a new logo that the city administration has allowed itself. The journalist Michael Hirz writes about it in one Guest contribution for 24RHEIN:
It’s something about the unique selling proposition: It’s not always the greatest luck to put together. Which brings us to the Cologne city administration. In an interview with the Cologne City Gazette Two investors have just confirmed that it is the location with the most lengthy and unpredictable approval procedures in Germany. This fundamental criticism (among others from the Cologne entrepreneur and local politician Anton Bausinger), one has to assume, will (with the exception of the mayor Henrietta Recker and the administration concerned) hardly encounter any objection.
This is not to say that the city administration is inactive. On the contrary: with one new Cologne seal she wants to give herself a more contemporary look – at least appear modern and efficient on the outside. Cologne would not be Cologne if an intended solution did not become a new problem. Because the revised signet does without the stylized cathedral towers – thus the central unique selling point of the city of Cologne.
Protest storm against new Cologne logo without cathedral
Whoever advised Henriette Reker could not have meant well by her. For immediately arose Protest against this less instinctive idealed by former mayor Fritz Schramma, the president of the influential Dombau-Verein Michael Kreuzberg and Kölsch rocker Peter brings. The information that was subsequently submitted that it was only the signet of the city administration, that a location logo for the “City of Cologne as a whole” would not do without the distinctive profile of the cathedral towers, did not reassure.
Criticism of the new Cologne logo: Not just a sentimental outburst from local patriots
Michael Kreuzberg makes it clear that this is not just a sentimental outburst of local patriots: “From the administrative post to the brand image to the outside, there needs to be uniformity. This principle is violated here. That violates every requirement of a desired corporate identity”, he found his incomprehension. Walter Brecht, an internationally experienced trademark specialist, confirms this judgment: “It seems like a hastily added argument” – and therefore not very credible.
As a longtime head of administrations – first as mayor of Bruehlthen as District Administrator Rhein-Erftkreis – Michael Kreuzberg knows such processes well from his own experience. He also sees another sensitive point when the city bureaucracy operates with its own signet: “This creates the danger that the administration separates itself, thinks even more that it is its own world.” Citizens arise, “their municipal administration is something different from their city.” Incidentally, he remarks ironically, it is a testament to the enormous self-confidence of the city to forgo the reference to the world-famous cathedral in a logo. Other cities like Berlin with the Brandenburg Gate would hardly come up with the idea.
General dissatisfaction with the city of Cologne and its political leadership
One might ask why a new signet provokes such a wave of excitement. But what strikes some as a storm in a teacup reveals an obviously deeper uneasiness. A general dissatisfaction with the city and its political leadership. The impression that Cologne is falling short of its potential, not exhausting its potential, not bringing the horsepower to the streets. It is possible, even probable, that the excitement about the new signet will subside after a relatively short time, as brand expert Walter Brecht suspects. But the uneasiness, it is to be feared, will remain. (mh) 24RHINE is an offer from IPPEN.MEDIA.
Our guest author Michael Hirz from the Cologne Press Club was until recently program director of the political broadcaster Phoenix and moderated the “International Morning Pint”, among other things. Now Michael Hirz is a freelance journalist, communications consultant and sits on the board of the Cologne Press Club. This post is from the press club newsletter, which you can subscribe to here.