12 years have passed since the "Be Berlin" promotional campaign. In 2008, the Berlin Senate launched it to make the city attractive not only for Germans, but also for residents of other European countries. Hence the Anglicisms - foreigners could mentally continue what it means to be Berlin: be sexy, be free, be open. The new image cost the city treasury 10 million euros. Berliners have repeatedly criticized the authorities for such extravagance. And now the time has come for image changes, they are cheaper than the past ones - only 1.5 million euros.
Both the past (with the Brandenburg Gate) and the current promotional campaign have a Spartan style. The new logo has only two colors: black and red. The bear is depicted in black - a heraldic animal that the city has been using as an official symbol since 1954 (but it appeared even earlier - in the 13th century, a seal depicting a bear was put on documents). It was slightly modified: the claws and tongue were "cut off", a smile was added to make the beast more good-natured. On the Internet, they already joke that the bear is at a rave, that is, having fun at parties (Berlin is famous for its club life).
The slogan has also undergone changes. #WirSindEinBerlin - collectivism defeated individuality, instead of "I" now "we". Development of the promotional campaign began in 2018. Today the pronoun "we" is especially relevant for the city. “If there is anything positive about the coronacrisis, it is the re-discovery of the concept of 'coexistence'. Young people go shopping for elderly neighbors, parents suffering from the closure of kindergartens and schools help each other with childcare, residents of the same house suddenly realize the value of community.
Berlin is a city of freedom, tolerance and diversity. With the new corporate identity of the federal state of Berlin, we want to emphasize not only the individuality of each resident of the city, but also that common that connects us with each other. True, some people think that the motto brings the city back to the time of German unification. Those who remember the city divided are still alive. And such a commitment to unity! It took a lot of working groups to come up with such a motto.
“Your family is in Heilbronn, mine is in Damascus. Together we are building a family in Berlin ”or“ I wear used clothes, you drive a used Mercedes. In general, you and I are neighbors ”- these phrases will be placed on billboards as a unifying principle. Such posters will appear in the city from September 12, residents will be able to supplement them with their statements.