Brand

logo usage

Today, it forms the central strategic foundation for the future development of the island. The mission statement is based on the realization that the quality of the entire product portfolio is crucial for the sustainable safeguarding of tourism as the economic livelihood of the island and its population. This includes, above all, the continuous adaptation of the offering to the changing needs of our current and potential guest groups, as well as a clear, distinctive positioning. Given that destination management, in the best sense, means shaping living space, the above-mentioned aspects also positively influence the quality of life of the islanders. This also increases the motivation to relocate one's life to the island permanently. Our quality standards and our BorkumThe island's identity must therefore be visible both in everything that islanders and guests perceive on the island, as well as in consistent brand communication. We have sharpened the strategic and conceptual foundations for both areas in recent years:

A HOLISTIC, INTEGRATED URBAN DEVELOPMENT CONCEPT AS WELL AS THE ASSOCIATED FOUNDATION FOR THE BORKUM BRAND AREA AND A COMPETITIVE POSITIONING.

• The BORKUM brand story

  The BORKUM brand. Even before the definition of the mission statement Borkum 2030 with guest and citizen participation, the positioning Borkums Based on the above documents, the brand and brand identity have been developed since 2018 Borkum which, in combination, aim to create a contemporary presentation of the destination. The brand values Borkums have already been found by Scholz & Friends with “freedom, authenticity, coziness and dynamism”.

  A place's brand is the tangible soul that makes tourism services valuable. The brand story BorkumIt shows the soul of the island: Contrast loses its Borkum The contradiction is resolved, and new connections emerge. The once-exploratory spirit of fearless whalers is transformed into an ambitious endeavor to find innovative ways to preserve this unique natural environment. Old customs, lived and loved by the inner circle of islanders, are continually complemented by refreshing sports and cultural offerings for new generations.
  Islander or explorer, relaxing bench or adventure playground, the special aura of this vast island offers everyone the freedom to live as they please.

  

  The destination logo

  The destination logo is the visual implementation, the “face” of BorkumIt ensures and controls the perception of a mature, authentic, and distinctive brand and represents the brand values. Continuity and recognition are key factors that must be carefully considered in all communication measures. Borkum-Logo consists of two design elements: the brand name and the claim.

  The Island Borkum has a fresh, contemporary look – this is particularly evident in the logo and font. The "soul of the whaler" was identified as a differentiating feature from its competitors and quickly incorporated into the new corporate identity.

  The logo visualizes the fluke of a diving whale and thus abstractly but directly represents the historical USP of the entire island. At the same time, the shape also leaves room for interpretation: the word mark can be seen as the beating wings of a bird or the waves of the rough sea.

  The lettering Borkum is also set in striking, modern letters without any connection. They are independent, stand-alone and symbolize the freedom that exists on the island. Borkum The word mark is complemented by the new claim “Breathe freedom”, which expresses this very special Borkum-Spirit succinctly sums it up. FREEDOM IS WHAT CONNECTS THE ISLAND'S RESIDENTS AND GUESTS IN THEIR HEARTS.

  The brand design - with all its elements and characteristics - is part of a well-considered, carefully developed overall strategy and positions BORKUM clearly and distinctly through a uniform and recurring design. Together we are stronger. We are therefore pleased about tourism service providers who use the BORKUM word-image brand in their advertising materials and thus spread it further.

  In order to consistently maintain the line in BORKUM's communication, the following information is available to you. It contains essential guidelines for the use of the destination logo, which must be observed for all visual measures.

  The no-go's

  The BORKUM logo may not be changed without authorization or manipulated as in one of the examples in the image. The relationship between the word and image mark may not be changed in any way. The logo may not be rotated. Coloring the logo in a non-CI color is not permitted.

  The variants

  The logo ends at the top or bottom edge. The rounded corner picks up the organic shape of the fluke. If the background is busy, the logo can be placed in a surface.