Future allies

The association was founded in 2002 as a student initiative and now has 165 employees. Kindersprachbrücke supports children and young people with a non-German mother tongue, runs school social work, youth welfare facilities, outpatient educational support, a daycare center and, more recently, counseling services for a women’s shelter.

A naming process was also included. Building on the organically grown brand and local roots, the Board decided to carefully adapt the name. “Kindersprachbrücke Jena” thus became ‘Kindersprachbrücke’, emphasizing the impact that now extends beyond the city and state borders.

At the heart of the creation process was the social togetherness that is anchored in the attitude and working methods of the association. We created a distinctive feature for the logo from the characteristic umlaut in the name. Two figures facing each other join together. The result is a smiley face. It can also be found in the text of the word mark and the claim instead of the umlaut.

A flexible and versatile background pattern serves as a framing layout element for recognition across all media. Here too, connection plays a key role. Individual organic shapes merge into two-dimensional structures that can take on any number of complex or very simple forms. The campaign claim combines the association’s advanced working methods with the social impact: “Future allies”.