BGZ

fter the relevant laws were abolished, market-based trading gained in importance and with it the need for a professional brand image. BGZ looked to Scope, an interdisciplinary office for architecture, interior architecture and design based in Stuttgart, to help them on this journey.

First of all, the logo was put to the test. During its revamp, the aim was to preserve the building cooperative’s tradition while still giving it a contemporary facade.

The basis of the new BGZ logo is the semibold variant of Neue DIN XWide from Fontwerk, which is also used as the corporate font. The square pictogram in the logo has been simplified and the capital G has been modified in such a way that it builds a bridge to its serif predecessor, which served the brand for over 100 years. Mathis Weymann from Scope emphasizes: “By subtly developing the logo further, we have succeeded in creating a creative link between tradition and modernity.”

The reworking of the logo underlines BGZ’s brand values and ability to meet current challenges without forgetting its own roots. The broad-based Neue DIN reflects both the stability and innovative strength of the brand. At the same time, an unmistakable identity was created that has never been seen before in the history of the building cooperative.

Scope also developed the visual identity of the newly established BGZ Foundation, which was legally recognized as a foundation in January 2024. The brand design sums up the foundation’s values – social commitment and a sense of community – with a clear, modern aesthetic. The foundation will soon go online with its own homepage where applications for funding can be downloaded and detailed information on the application procedure is available.

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