Langenscheidt

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.