Title	CORPORATE BRAND CAMPAIGN
Brand	DEUTSCHER SPARKASSEN- UN GIRO-VERBAND
Product/Service	SPARKASSE
Category	A02. Rebrand / Refresh of an existing Brand: Consumer / Corporate / Non-profit
Entrant	JUNG von MATT Hamburg, GERMANY
Idea Creation	JUNG von MATT Hamburg, GERMANY

Name	Company	Position
Till Eckel	Jung von Matt AG	Executive Creative Director
Johannes Hicks	Jung von Matt AG	Creative Director
Christopher Hoene	Jung von Matt AG	Creative Director
Marc Isken	Jung von Matt AG	Creative Director
Florian Schwalme	Jung von Matt AG	Creative Director
Tim Schmitt	Jung von Matt AG	Creative Director/Design
Frances Rohde	Jung von Matt AG	Creative Director/Copywriting Digital
Konstatin Kopf	Jung von Matt AG	Junior Art Director
Daniel Adolph	Jung von Matt AG	Managing Director
Sven Rebholz	Jung von Matt AG	Client Service Director
Silke Bugaj	Jung von Matt AG	Senior Project Manager
Janik Lindenblatt	Jung von Matt AG	Project Manager

The Campaign

We´ve expanded Germany´s most famous logo in a playful way and created 250 emotional symbols for everything the Sparkasse does: from consulting to sponsoring to cultural promotion etc.

Creative Execution

Each symbol consist of the well-known Sparkasse dot, which derives from the logo. And an add-on for the respective content that complies with the Sparkasse logo proportions. The focus was to create symbols which are iconographic enough to clearly define the content area. And at the same time loose enough to tell a story within the field. The concept itself is viable enough to determine the Sparkasse communication for years to come.

Indication of how successful the outcome was in the market

The people recognized the Sparkasse logo in all of the symbols. This way the logo was charged with a variety of emotions – and the Sparkasse was perceived as a diverse and modern bank.

The symbols were summarily used as out-of-home motifs. Because we really wanted to reach and touch the people of Germany. Something, that no CI-booklet could ever do.