{"id":151146,"date":"2026-08-26T16:07:03","date_gmt":"2026-08-26T14:07:03","guid":{"rendered":"https:\/\/www.uva.de\/uncategorized\/brand-values-with-a-genuine-berlin-character\/"},"modified":"2026-08-26T16:07:05","modified_gmt":"2026-08-26T14:07:05","slug":"brand-values-with-a-genuine-berlin-character","status":"publish","type":"post","link":"https:\/\/www.uva.de\/en\/references\/brand-values-with-a-genuine-berlin-character\/","title":{"rendered":"Brand values with a genuine Berlin character"},"content":{"rendered":"\n

Vivantes wanted to further develop its brand values so that they would not only be seen but also felt\u2014both externally and internally. As one of Germany\u2019s largest municipally owned hospital groups and an integral part of Berlin, Vivantes needed a brand identity that would convey its character, values, and close connection to the city at first glance. <\/p>\n\n

Task<\/h2>\n\n

Our mission: to create a comprehensive corporate design complete with a wide range of templates\u2014credible, consistent, and thoroughly accessible. The goal: to make the company\u2019s newly defined brand values and character tangible across every channel, from business cards to large-scale campaigns. <\/p>\n\n

Implementation<\/h2>\n\n

Over the course of an entire series of workshops, we worked with a large, diverse team from Vivantes to identify what defines the company at its core\u2014with the help of mood boards to guide our decision-making. The biggest challenge: to visually integrate Vivantes so strongly with Berlin that the connection is palpable in every detail\u2014with accessibility in mind from the very first sketch. <\/p>\n\n

\"\"<\/figure>\n\n

Design and Results<\/h2>\n\n

The result is a new color palette that reflects brand values and Berlin\u2019s character\u2014with clearly defined color pairs that create strong contrast. Clear, easy-to-apply guidelines ensure consistency across all formats. A custom-developed visual language with Berlin flair and an iconography featuring over 100 icons round out the urban, distinctive look. <\/p>\n\n

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\"\"<\/figure>\n<\/div>\n\n\n\n
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\"\"<\/figure>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Not just a facelift, but a real fresh start:<\/p>\n","protected":false},"author":23,"featured_media":146712,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[60,61,57,55,122],"tags":[],"class_list":["post-151146","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands","category-campaign","category-print-en","category-references","category-vivantes-en"],"yoast_head":"\nBrand values with a genuine Berlin character - UVA | Advertising Agency | Berlin - Brandenburg - Potsdam<\/title>\n<meta name=\"description\" content=\"Since 1992, UVA has been successfully developing communication and digitalization solutions. 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