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identity

Anniversary branding in the spirit of responsibility and change

Identity
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Anniversary branding in the spirit of
responsibility and change

With the 175th anniversary of the Association of the Sugar Industry (VdZ) and the 75th anniversary of the Wirtschaftliche Vereinigung Zucker (WVZ), the industry looks back on an eventful history – and forward. Under the motto “Sugar Celebrates the Future,” 2025 was designed as an anniversary year that makes dialogue, responsibility and change visible: through a uniform anniversary Corporate Design, a sophisticated anniversary publication and a staged anniversary event in Berlin.

Visual bracket for a multi-layered anniversary

The anniversary comprised three design levels: a modular anniversary Corporate Design, a publication and the anniversary event in Berlin. R211 developed a modular design system as a design foundation with typography, color scheme and infographic style. The visual leitmotif – a sugar beet that turns into crystals – connects all measures.

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R211 is A´ Design Award Winner 2023, Iron

Seal for quality standards in Corporate Design on a transparent background.

View of the anniversary publication's front page for the Association of the Sugar Industry (Verband Wirtschaftliche Vereinigung Zucker e. V.).

View of the anniversary publication with an excerpt from a page on the topic of the effects of climate change on beet growth for the Verband Wirtschaftliche Vereinigung Zucker e. V. (Economic Association of Sugar).

View of the anniversary publication with an excerpt from several pages for the Economic Association of Sugar e. V.

At the heart of the presentation is the 120-page publication, a magazine-style dialogue between science, politics and industry. Interviews, facts and retrospectives guide through the booklet and invite you to get started at any point. A central visual – the beet that turns into crystals – visually connects content and media across the board. The anniversary logo comes from the association.

View of the anniversary event in the room from above with the branding in the room for the Economic Association of Sugar e. V.

View of the anniversary event at the Museum of Communication, Berlin, with flags for the Economic Association of Sugar e. V.

For the anniversary celebration in the Museum für Kommunikation, a modular event design was created with stage Branding, guidance system, key visual, animations and accompanying give-aways. The design concept translated attitude and message into space, medium and detail – visible, tangible and consistent across all stations of the event day.

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