Our work for the City of Vienna appears in a new book ‘The Elements of Brand Design,’ published by Taschen.

Vienna’s identity, deconstructed

We’re pleased to share that our work for the <a href="https://saffron-consultants.com/work/city-of-vienna" target="_blank" rel="noreferrer noopener">City of Vienna</a> is featured in ‘The Elements of Brand Design’, a new book by Studio Vista, published by Taschen. The book looks at how brand systems are built and applied, focusing on the fundamentals like logos, typography, colour and structure. The identity we created for Vienna appears in the logos chapter, as part of a wider selection that includes brands like Nike, Uber, Instagram and Nasa.
The City of Vienna identity was designed to solve a clear problem: they had more than 70 sub-brands, each with its own visual style and little connection to the whole. Our aim was for the administration to become more accessible to the public, and to reflect the environment that’s consistently made it the most liveable city in the world.

Building a simple, structured system around Vienna’s historic shield, its geometry became the foundation for the identity, from the logo to typography, pictograms and layouts. That system now runs across departments and applications, holding everything together while leaving room to adapt.  It’s one part of a much broader transformation, but it shows the core idea: a clear structure that can support something complex and keep working over time.

Lucía Aguado

Lead Designer

We created something relevant, keeping mind that it had to be a flexible system for 70 different departments. It has proven to be alive and growing over the years.

Design Lead, Saffron

The book is available for purchase through <a href="https://www.taschen.com/en/books/graphic-design/00604/the-elements-of-brand-design/">Taschen.</a>

Saffron x Studio Vista x Taschen

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