New corporate identity
for the bcc Berlin Congress Center

For our long-standing client bcc Berlin Congress Center, we have again worked on their corporate identity for the third time, following our work in 2002 and 2012. Each time, we take the company’s presentation and self-image to a new level, striving to give up-to-date and trend-setting impulses in terms of the design. To this end, we have been working with a team of Berlin-based designers since 2025 whose specialist skills inspire us and complement the already well-established bcc brand with their creative potential.

The corporate identity for the bcc is based on corporate design principles inherent in the building itself – a unique, listed edifice built in 1964 by one of the GDR’s leading architects, Hermann Henselmann. The central domed structure within a square floor plan, the combination of functionality and artisanal interventions, and the original colour palette form the foundation of our design.

Our bcc ornament symbolises the creative fusion of architecture and design. It is not a mandatory element of the brand presentation, but rather an additional decorative feature used selectively in specific contexts. It lends the corporate design a certain unpredictability. In keeping with Henselmann’s concept, the ornament acts as a kind of design disruptor, playfully complementing the corporate design.

In collaboration with the typographer René Bieder, we developed the exclusive corporate typeface »bcc Type« based on his typeface »Neurath«, which in turn is a contemporary interpretation of »Futura«. The starting point for the design work was the bcc logo, whose »b« without a serif served as the formal guiding principle for the entire typeface.

Linguistic aspects were reworked by Iris Hochhaus and shaped in a way that appealingly reflects the character and services of the bcc, whilst communicating the employer brand in a friendly, open and transparent manner both internally and externally.

Christoph Musiol’s architectural photography, in its clear aesthetic, aptly captures the forms, colours, unique interior design details and surroundings of the iconic building. The focus is on the timelessness of the architecture and the building’s integral concept, which enables its versatile usability.

Photographer Sebastian Wells, a member of the Ostkreuz agency, captures bcc staff in genuine, unposed situations across all areas of work to enhance their visibility to the exterior. In doing so, he highlights their team-oriented approach within the building’s distinctive event architecture. The style is dynamic, authentic and human.

The promotional film and short clips by UNKNOWN Berlin showcase the bcc’s unique aspects, its individual departments and the multifaceted nature of its activities in organising events. The camera stays close to the action, offering a view almost over the staff’s shoulders.

Lukas Backs and Arne Imig contribute new jazz-inspired sound elements blended with original ambient sounds from the workplace. This makes the atmosphere of the venue even more authentically tangible.

The reworked website, aligning with the new corporate design, is more aesthetically pleasing, clearer and more intuitive than its predecessor, and addresses event clients and prospective staff in different tones.

With the introduction of the current corporate identity, the bcc is now engaging in social media communications on LinkedIn and Instagram. The establishment of a department, the involvement of staff and the structuring of editorial management for the channels were instructed through workshops and sample layouts for publications.

A CI manual of over 100 pages summarises everything that is to serve as a guideline for day-to-day work and application over the coming years.

It was also for us a very special experience to be able to provide comprehensive creative support for and help shape a project of this kind, from business cards and socks right through to a unique pictogram style and a new wayfinding system, which will be rolled out later this year.