Walter Scheel Medal
Since 2014, the Walter Scheel Medal has been awarded to personalities and institutions who have made outstanding contributions to the promotion of European culture of pleasure.
It reflects the diverse gastronomic traditions of Europe and commemorates the fourth President of the Federal Republic of Germany. Previous winners include Ferran Adrià, Giannola Nonino and Eckart Witzigmann. So much for that. Now, the rebranding.
The concerns: modernization, timeliness, increasing awareness of the award. With our new claim: “The European culture of pleasure – united in diversity” we summarize the underlying idea of the award in a few words. Based on this, we designed the rebranding.
From the new logo and website to stationery and roll-ups for the award ceremonies to illustrations that represent each of the award winners, the appearance has been modernized without forgetting the traditional aspects. For example, the new logo includes Walter Scheel’s original signature.
For the color pallet, we focus on the essential European idea of the award – based on the work “European contextualising (…)” by Remco Torenbosch, we use two different shades of blue, representing the range of a “European blue”.
The newly designed website features portraits of all award winners and additionally, we designed individual illustrations that abstractly depict the core characteristics for which the award winners were awarded. A satisfactory finish with a modern touch. Freude, schöner Götterfunken.
Creative Direction: Albert Handler
Art Direction & Illustrations: Xenia Fastnacht
Programming Website: weitweit.com
Claim: Alexander Heuken
Texts: Christoph Wirtz