11. „Land aus Wein und Stein“: Entwicklung einer touristischen Marke für die Region Saale-Unstrut/“Land aus Wein und Stein”: Development of the Destination Brand Saale-Unstrut

The Saale-Unstrut region in the South of Saxony-Anhalt in Germany has been shaped by medieval influences. Castles, cities, cathedrals and vineyards are evidence of the glory of these times until today. In order to raise awareness and profile for Saale-Unstrut as a tourism destination the branding agency Embassy created a touristic umbrella brand in cooperation with Saale-Unstrut Tourismus e. V. In this process, Embassy created a brand positioning, a slogan and a flexible identity system. The new brand for Saale-Unstrut is focused on well-defined target groups and enables a flexible co-branding with touristic partners. The new corporate design re-interprets medieval design, like stained glass windows and Carolingian minuscule typography. The colourful ribbon, a visual interpretation of the facets of the glass windows, serves as a design element of recognition, yet remains flexible in use (see Abb. 11.​2).