Outstanding! The National Special Exhibitions’ overarching communication strategy has received the coveted “Red Dot Award: Communication Design 2016” from one of the world's most prestigious competitions for communication design.
A panel of 26 experts evaluated each of the numerous submissions in multi-day sessions. Designers and companies from 46 nations participated in the international design contest, which recognizes the best entries in the categories of product design and communication design with the Red Dot Award.
The Berlin agency “kleiner und bold” won the public tender for the development of a visual image for the three National Special Exhibitions in Berlin, Eisenach, and Lutherstadt Wittenberg. The agency’s striking umbrella brand for the exhibitions makes very effective use of bold colors and a powerful key visual (a hammer) to reach out to audiences. The image is both a direct reference to the Reformation’s legendary beginnings and an allusion to the German slang expression “Hammer!”, which is used in the positive sense to describe something impressive or extraordinary.
The slogan “The full power of the Reformation” perfectly encapsulates the scope and breadth of the presentations: Three exhibitions in three different cities shed light on the Reformation from different perspectives in such a way that they perfectly complement one other and – taken together – provide a comprehensive overview of crucial aspects of the Reformation. The simple domain “3xHammer.de” points to the shared web presence while emphasizing the extraordinary constellation. The umbrella brand efficiently bundles all marketing activities while allowing the museums the freedom to communicate their exhibition along with their own motifs.