November 2021

German Design Award for TOWER185

With holistic brand design around the vertical logo and the claim “Home of global minds”, TOWER185 is being positioned as a home base for the international business community. Its new brand image has now been declared a winner of the German Design Award 2022.

TOWER185 is not just one of Frankfurt’s central landmarks. Above all, it is the tower’s international tenant base that shapes its identity. The brand re-design sharpens this identity and conveys it linguistically and visually.

The claim “Home of global minds” formulates the central role of TOWER185 as the home base for the international business community. Especially in times when people are working from home and remotely, the shared office as a “home base” is gaining new significance. TOWER185 fulfils this role through various in-house measures and its new brand image.

The vertical logo with its characterful mix of fonts stands for a timeless, international establishment. Serious. Bold. Ready to actively shape challenges of the future and to take on an outstanding position in doing so. At the same time, the colour code and the diagonals and triangles derived from the building’s façade form the other key design features of the image.

With a rebranding campaign, the in-house publication Brandnews, an interactive website, spatial branding, an image clip, and various events for tenants as well as the entire TOWER185 community, a holistic and sustainable concept has been implemented that makes the identity of TOWER185 a tangible reality.

The brand image and brand story clearly also won over the jury of the German Design Award. In the category Excellent Communications Design/Brand Identity, activ consult real estate (acre) and Deka Immobilien were awarded a Special Mention for the rebranding of TOWER185. For ten years, the German Design Council has used the German Design Award to enhance the public visibility of top achievements by designers and companies. The awards go exclusively to projects that are pioneering in the German and international design landscape, as ensured by an international jury of leading experts from all disciplines of design.