bam!
A New Visual Identity for Mein Schiff
Corporate design refresh
The story
bam! has been asked to develop a flexible and modular design system that would take the Tui Cruises brand Mein Schiff to a new level.
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The given identity did longer not match the requirements of an all changing touristic market and new strategic direction. The Mein Schiff logo was updated to gain higher visibility and legibility. The corporate design system was developed to a highly flexible system that matches the digital world.
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Competences
Corporate Design
Logo Design
Brand Management
From a low key logo to an iconic logo.
The new logo should show a self-similarity with the existing logo, but still be more legible, more present and more self-confident, i.e. iconic.
new
old
Flexible and modular layoutsystem
The corporate design is characterized by the mobile-first approach, that offers a high degree of flexibility and modularity and was developed with digital applications in focus. With the new, fresher colors that convey the theme of well-being more strongly and the clear layouts, we have created a concise corporate design system that draws attention to the brand like never before.
Flexible and modular layoutsystem
New colours
An update of the ’Tui Turquoise’ to ’Mein Schiff Ocean Blue’ adds more briskness. 'Wellbeing’ is the base for the new additional colors.
Source Sans Variable ist the new Mein Schiff font.
The previous Tui Type was severely limited in possible use and
application. The new ‘Mein Schiff’ font is a Google font that, in addition
to general availability, offers excellent legibility in all medias and
a wide range of applications.
Ownable Mein Schiff icons
Part of the modernization was the development of ownable ‘Mein Schiff’ icons as the previous icons have been developed over time and have not been consistent nor differentiating. Each icon offers an additional element in the ‘Mein Schiff Ocean Blue’.
