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Boldness is the hardest thing to design. It’s also the most important.


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Mark

German Newspaper Publishers and Digitalpublishers Association

 

BOROS × Bundesverband Digitalpublisher und Zeitungsverleger / 2020–2022
Art Direction Brand Identity & Congress Design
            The BDZV — Germany’s federal association representing daily, Sunday, and political weekly press — was undergoing a fundamental transformation. After nearly 70 years as the Bundesverband Deutscher Zeitungsverleger, the association had renamed itself to reflect a new reality: its members were no longer just newspaper publishers, but digital publishers too. The first complete redesign in over 20 years needed to make that shift visible — and credible.
            The new identity is built on a single conceptual idea: the coexistence of two publishing worlds. Additive colour mixing brings together CMYK — the language of print — and RGB — the language of digital — into a vibrant, dynamic colour system that refuses to choose between old and new. The result is a brand that feels genuinely multimedial: modern without disowning its heritage, energetic without being arbitrary.





           The BDZV’s annual Zeitungskongress is the central gathering of the German newspaper and digital publishing industry — bringing together senior figures from publishing, politics, and culture each year. Each edition needed its own distinct visual identity, while remaining unmistakably rooted in the BDZV brand system. The challenge: design a congress identity flexible enough to evolve year on year, without starting from scratch each time.
           Rather than a rigid template, the congress design system was conceived as a set of flexible principles — a visual logic that could absorb new themes, new topics, and new years while keeping a coherent family feel. The BDZV colour system provided the foundation; congress-specific elements introduced variation within those constraints. The result is a system built for longevity: distinctive per edition, consistent as a series.
Mark

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