ΓÇ£BerlingualΓÇ¥ is the new brand created by award-winning design agency E-creation for a growing business language school in Berlin. E-creation created the international identity as part of a complete re-branding and communications strategy revamp that plays on the difficulties of metaphors in communications across cultures and languages. The issues around language subtlety, clearly identified by John F. KennedyΓÇÖs 1963 ΓÇÿIch bin ein BerlinerΓÇÖ speech, where his famous phrase is also a colloquial way of saying ΓÇÿI am a jelly doughnutΓÇÖ, were used as a foundation for the design concepts.
The one month process was part of BerlingualΓÇÖs transformation into an internationally recognisable brand targetting increased market share across Europe and 75% turnover growth target. Design will play a future key role in achieving this growth, as seen in the success of design-led organisations like Apple and Bang and Olufsen. ΓÇ£E-creation has helped Berlingual to achieve international recognition. The brand stands out internationally, our website clearly differentiates us from our competitors and the business cards are clever enough to win us businesses on their own. They clearly characterise and identify the business problem faced by our clients – communicating effectively in a foreign language ΓÇô using the visual proposition ΓÇÿidioms are the clearest form of language subtletyΓÇÖΓÇ¥ says BerlingualΓÇÖs founder Leo Waters.
The shape of the logo was inspired by classic ΓÇÿquote marksΓÇÖ whilst avoiding common visual clich├⌐s found in communications organisationΓÇÖs branding. The logoΓÇÖs font, Akzidenz Grotesque, was created by Berlin-based H. Berthold in 1896, providing a deep and authentic feel to the overall design with genuine history. Akzidenz Grotesque is the basis for one of the most popular ΓÇÿmodernΓÇÖ fonts, Helvetica.
The homepage of the website features an animation using traditional English business idioms. Three phrases included ΓÇÿtop dogΓÇÖ and ΓÇÿbringing home the breadΓÇÖ were counterpointed by uniquely German imagery (the German shepherd and Swartzbrot) to instantly highlight the issues of communicating through idioms.
E-creation used Adobe Flash to create graphic headings and navigation ΓÇ£on the flyΓÇ¥ and avoid a more labour intensive Photoshop route ΓÇô saving the client time and money to amend it when creating other language versions of the website while maintaining graphical integrity.
ΓÇ£Clever design, historical authenticity and effective use of technology make Berlingual one of the best examples of how simple design is often the best approach. Creating a design ΓÇÿexperienceΓÇÖ is essential for business success in todayΓÇÖs ΓÇÿbrand richΓÇÖ environments ΓÇô something E-creation nailed with Berlingual!ΓÇ¥ says Jan-Erik Paul, MD at E-creation. The branding and website can be found at http://www.berlingual.com/.
Berlingual is a new addition to E-creationΓÇÖs growing international roster of brand & communications clients which includes Polish, German and US based organisations.
REF http://laughlines.blogs.nytimes.com/2008/06/19/ich-bin-ein-jelly-doughnut/ New York times