Science City – Corporate Design Refresh

In 2021, we developed the corporate design for Science City Hamburg Bahrenfeld — a visual identity for one of Hamburg's most ambitious urban future projects. In 2026, we were asked to take another look at the system and make some improvements, not a total overhaul, but a bit of a polish.

The goal was to refine its identity, streamline its application, and broaden its range of uses for a variety of media, formats, and stakeholders. As the project changed, the design had to become more exact, more adaptable, and more durable in everyday use.

From idea to modern system

The original idea was based on the spatial and functional logic of Science City itself. It's all about turning networks, connections, and urban structures into a unique visual language. That foundation is still there.

The update was all about clarifying this language. We made the system easier to use consistently across print, digital, and environmental communication by reducing complexity and strengthening the hierarchy. The result is a design framework that feels more focused and more confident — while staying true to the original idea.

Sharpening the palette

As part of the refresh, we expanded the color system and defined it more clearly for practical application. Petrol is still the brand's central tone, and it's paired with Mint, Green, Anthracite, and White. Using accent colors lets you add flexibility to make things stand out and be more noticeable.

This wider range of colors gives the identity more variety without losing its calm, analytical, and contemporary vibe. It helps the brand move between different types of communication, like institutional, public-facing, and editorial, more easily.

Typography for current use

We also updated the typographic system, moving to Google Fonts that are freely available, can be hosted locally, and used consistently across platforms. This made the design more accessible, more practical, and easier to implement across different teams and production environments.

At the same time, the typography maintains its intended character: clear, structured, and approachable, with enough distinction to give the brand a recognizable voice.

A clearer framework for application

Usability was a big focus of the update. The updated manual lays out clearer rules for current communication needs — everything from typography, color, and layout to accessibility, imagery, infographics, and sustainable production.

This is especially important in a project like Science City Hamburg Bahrenfeld, where communication happens across many touchpoints and contributors. A strong visual identity isn't just about how things look. It's also about having a system that works well, is consistent, and is easy to understand.

Designing continuity

What makes this project so interesting is that it looks at the big picture. Science City Hamburg Bahrenfeld isn't just a brand for one campaign, it's a visual identity for a development in motion. It connects science, city, innovation, and public life.

Our 2026 update builds on the 2021 design and prepares it for the present: sharper, simpler, and more versatile. We're talking a corporate design that grows with the project and gives it a distinct and lasting presence.