The design of the poster campaign for Langenscheidt refrains from using the iconic logo of the publishing house. Instead, the established company branding was translated into language – thus reflecting the very expertise of this traditional publisher. At the same time, the imaginative power of language is combined with the company’s self-confidence: in existence since 1856, the company is well aware that its visual identity is so clear, memorable and well known that it can be conjured up with just a few words – in the form of a twoliner – to communicate it unmistakably as Langenscheidt. And – in keeping with the product range – in any language. The neutral and also typographically reduced design of the posters successfully manage to surprise consumers in just how deeply the brand is rooted in their subconscious as a synonym for dictionaries.
Statement by the Jury
The design of this poster campaign successfully combines simplicity and cleverness. Not only is the idea to describe such a strong brand in words absolutely brilliant, but also is the idea of turning the familiar blue and yellow into black and white. The implementation, using classic, understated typography, is perfectly realised to draw attention through simplicity.