Intro
Circles symbolize the smallest and most elementary visualization of the term "center," which is the basis of the new design for the 80 x 59.4 cm poster used during the 2008/2009 competition. The composition of the motif consists almost entirely of circles. The outline of the map of Berlin is shown as a pattern of dots. The 13 award recipients from previous years are pinpointed precisely on the map and denoted by concentric circles of different colors (based on the new color coding that reflects the colors of the visuals for Berliner Fenster, the broadcasting system for the Berlin subway system). The concentric circles, which are surrounded by randomly chosen centers, visualize the pulsating activities of the various centers that make up the city of Berlin and are sponsored by "MittendrIn Berlin! The Centers Initiative." They embody the beaconing power that looks beyond one’s own horizon, own neighborhood, and even own city. The initiatives transform into epicenters of urban activity and are brought into focus. This type of visual metaphor, employing circles for "centers," is meant to spice up the new look for MittendrIn Berlin!, modernize its graphic image, provide a focus on visuals/content, and incorporate an important stylistic element in the logo (the cloud of circles in the background) and organically synthesizing the corporate design into it.
Time Circle
The rules of the competition are found inside on pages 1-4 and you can page through them. Or you can unfold the poster to have a panoramic take of the timeline (the upward-reaching arc), showing various highlights of the competition over the years until 2009. The rounded timeline is framed by the description of the competition rules and summarizes all relevant information for the new procedure in a visually appealing and intuitive manner.
Feather Edge
After being folded in half across its full length (80 cm), the new poster can be folded in an accordion-like manner (Leporello). This allows for readers to access the core information on the competition immediately. In a subsequent step they can unfold and turn over the poster to see the side with the actual motif. If readers are just paging through it, the open side of the poster is underneath (two-sheet, folded lengthwise). After reading the first 4 pages, the folded poster can be flipped over and readers can have a look at the second block of 4 pages.
Forms
The sequence of the pages flanked by the front and back covers offers space to list the award recipients from the previous three years. The address of the website is also prominently displayed, showing where a Word version of the entry form can be downloaded. It is accompanied by a miniature version of the forms above the text. The award recipients from 2005, 2006, and 2007 are pinpointed on the map of Berlin, demonstrating how the previous winners are evenly distributed across Berlin.
Cover
The cover of the folded poster (approx. DIN A4 landscape format, 20 x 29.7 cm) reflects the central motif of the poster, although giving it a slight variation. The logo of MittendrIn is nicely accentuated by the exciting use of the empty space.
The Website
The website smoothly fits in well with the visual concept and transforms it for interactive use. The design itself was based directly on the canon of new shapes established for the print media, using the circle elements to create the smallest visual unit of centers. The website is bright, inviting, clearly structured, and offers a high level of brand recognition with respect to the new accompanying printed materials. The home page offers content with a clear overview of the most important information on MittendrIn Berlin! and the new procedure for the competition. Further information can be found on the relevant sub-pages.
Mittendrin Berlin Zitty-Ad
After several years of managing the visual advertising for "MittendrIn Berlin!" sponsored by a.m.p and Berlin’s Senate for Urban Development SenStadt, okamo was commissioned with the relaunch and development of a completely new visual concept for the "MittendrIn Berlin! The Center’s Initiative" in the fall of 2007. The task included the development of a series of printed materials such as competition documents, entry forms, a book of postcards, stickers, and a new website for the Center’s Initiative. The new procedure for the competition is organized in two stages.
