Corporate Design
+ stationary + website + merch

Initial Situaton

As part of an exam, a corporate manual for a theatre in Münich was to be developed within 1 week. Nevertheless, the task was not under real circumstances, as there was no actual contact or briefing from the theatre.

The manual had to include a logo, typography, color scheme, visual language and example mockups in different variations.

As a test of my adapted design sprint process, I tried to develop the core Corporate Design within just 4 days. Additional materials like Stationary or Mockups were created after.


DasGaertner is a lively theatre in which performances are always versatile. The same applies to the dasGaertner brand as well. Accordingly, this corporate design offers enough freedom to fulfil all the requirements of the brand: In all media, at all contact points, for all customer experiences.


ideation & inspiration
1. day am

Expert Discussion (Customer meeting)

  • How should the brand be perceived in comparison to the competition?
  • What advantages does the brand have over its competitors? (USP)
  • What are the core values of the company?
  • Long-term goal?
  • Who is the audience?

»How can we...?« Questions

  • How can we get young people to the theatre?
  • How can we tell young people that we are entertaining?

Brand Values

  • Entertaining
  • Modern
  • Contemporary

Look & Feel

  • Rhythmic & Dynamic
  • Crazy & Modern
  • Surreal & Exciting

»Can we...?« Questions

  • … convince people to go to the theatre rather than to the cinema?
  • … become "THE THEATER" for young people in Southern Germany?

Positioning Statement
We entertain young people culturally with an interesting offer of modern and exciting plays.


miro frame with inspirational moods and looks
some of the naming ideas crated for the brand name, since the old Name was way too long
(Die Staatstheater am Gärtnerplatz)


1. day pm

Look & Feels
Make different Look & Feels
maximum 10min each
minimum 5 pieces
great idea in one sentence

20-40 min
After your research you should be able to come up with some suitable ideas.
Just produce, don't rate them and don't dive too deep into an idea, produce at least 20 - 40 name variations don't matter if they suck.

30 min
Combine different ideas and try to think of something that mostly matches the values and general look & feel of the brand.

the »sexy squid«, searching interesting pieces wich actually match the targeted look & feel of the brand


2. day

Vote for some Look & Feel

  • Make a sexy squid.
  • Selection / combination of solution and idea

Logo / Design Doodling

  • Sketch for 20 minutes
  • Wild ideas, just that you start producing

Logo / Design concept

  • Create a tangible concept (not pixel perfect)
  • It can be as a poster, graphics, stationery etc. showing how the design can be used and which values it conveys.

»something« wich could've been used as a dynamic logo with moving parts and movie/picture filled objects
I wanted to create a distinctive design visual, which is why I began trying out different versions for posters as analog but digital use cases too


make it work
3. day

User Voting

  • With the top concept 3-5 versions (e.g. show them a poster with current content and logo etc.)
  • Ask people out of the target group (if your parents and friends are not in the target group, don't ask them at all, if you do, don't let their opinions carry much weight in the end)
  • Which version of the design is the most attractive / least appealing for them and why
  • Take notes about the different versions make what the audience likes / dislikes.
  • Repeat this task 1-5 times (depending on your design and the participants).

Make it scalable

  • At a higher level, think about how and what exactly the existing parts of your design mean.
  • How should they express the values of the brand while addressing the target audience?
  • Extract rough design principles and choices from your previous work.
  • Write down your thoughts and reasons to create what you have done and how it connects to the goal.
  • Spread the extracted principle, try it on different media and refine it if necessary.
  • Make a system around the existing work that can be applied to all media types and sizes. Refine your principles and how everything works together, in which cases/how design elements are used
  • Continuously refine the principles of your design system and apply them to all the media you need.

User Tests // Day 4

Unfortunately, it was a (mostly) fictional working scenario, hence there were no real reasons and conditions for a test to say anything.

As a proof, that the developed style can be used on multiple formats some mockups were created

Design Manual


Where necessary, this concept provides clear guidelines for a corporate identity that is consistent with the brand. At the same time, it forms a platform for creativity.

dasGaertner is a lively theatre whose plays are constantly varied. Which also applies to the dasGaertner brand. This corporate design offers sufficient freedom to meet all the requirements of the brand: In all media, at every point of contact, in all customer experiences.

As a characteristic trademark there is the G-SHAPE as the heart of the corporate design. The G-SHAPE represents the dynamic entertainment formats performed by the theatre. It symbolizes the fact that, on the one hand, they are always active and flexible, and on the other hand they are also a sign of solidity to underline the history of the theatre.

In this way the structural design (of the theatre building) sets a counterpoint to the dynamics, or vice versa: the result is tension. The play of dynamics and statics is consequently expressed in the layout: the various design elements can be used freely and their expressiveness can be varied. But they are always embedded in a clear basic structure defined by the G-SHAPE and the two axes.

The »G-SHAPE« funktions as a Logo, Grid / Layout Element and Main Visual

Design Manual


The Neue Helvetica is used as a corporate typeface and for the word mark in order to support the simplicity of the logo on the one hand and to create a clear, calm and legible contrast to LIQUITYPE on the other. Besides the striking G-SHAPE and the LIQUITYPE designs of the pieces, the typography should serve as a clear, legible and informative source and frame the visuals.


Only two font styles of the family are actively used. Neue Helvetica Thin is used for texts, descriptions and other information. New Helvetica Bold, on the other hand, is used in headlines and important details. The result is always a strong, not drowning contrast between the typefaces and yet the appearance of the fonts in different media remains calm and orderly, so that the visuals stand out even more.

Font sizes are used, at most in two different sizes on the respective media. Emphasis or titles are set Bold.

The lowest font size is 10pt and the font size is only increased in 10pt steps.

New Helvetica Regular is used exclusively for LIQUITYPE.

Design Manual

Grid & Layout

The layout grid beyond the G-SHAPE is also derived from the logo.

The grid consists of only three parts, the baseline grid, a frame (border) and two crossing lines. The baseline grid is 12pt and is suitable for all planned and defined text sizes.

A horizontal line separates the area at 60% of the height measured from below. The second line separates the area vertically at 45% measured from the left edge.

To prevent contents within the grid from colliding directly with each other, there is a distance around the dividing lines. This is created by drawing a square from the intersection of the two lines to the (over)next baseline (12pt or 24pt, depending on the font size). The square is scaled parallel and evenly to create the same distance on all sides.

In this way, a uniform grid pattern can be created across a wide variety of media and formats.

For event posters and other visuals in which LIQUITYPE is used, the signet acts as a grid or layout. The G-SHAPE serves as a "window" onto the stage of the theatre by presenting the content through the form's filling.

Therefore the G-SHAPE is adapted to the respective media with a strong border in the middle. The frame must always have the thickness of the G-SHAPE section.

Adjust this distance each time by hand.


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