New logos: Common image for the Prussian Cultural Heritage Foundation and its five institutions
Press release from 06/28/2011
From July 2011, the Prussian Cultural Heritage Foundation and its five institutions (Staatliche Museen zu Berlin, Staatsbibliothek zu Berlin, Geheimes Staatsarchiv PK, Ibero-Amerikanisches Institut, Staatliches Institut für Musikforschung) will appear with new logos that convey a uniform image. The development of the logos was part of a broader brand and fundraising development process that will be continued.
Hermann Parzinger, President of the Prussian Cultural Heritage Foundation, set himself the goal of sharpening the SPK's profile and making it more clearly visible at the beginning of his term of office in 2008. Commenting on the introduction of the new logos, he explains: "This is a first step towards making the SPK's profile more clearly visible both externally and internally: as an institution that combines culture and art with science and research in a unique way. In this way, we are expanding our opportunities to raise additional funds from private and institutional sources."
The new logos combine an originally historical element, the Prussian eagle, with a modern design, making the SPK appear as an institution rooted in tradition and at the same time future-orientated. The aim of the graphic reorientation is to make the Prussian Cultural Heritage Foundation more visible to the public and to emphasise the cooperation and togetherness of its institutions. It is also intended to reflect the shared brand values of uniqueness, diversity, continuity, fascination, openness and excellence. The Foundation intends to create better conditions for fundraising through brand development.
The new logos of the Prussian Cultural Heritage Foundation and its institutions each consist of two parts: a common logo and a differentiating lettering. The logo shows a modernised section - the eagle's head with wing - of the previous logo. This was designed in 1962 by the sculptor Karl Roth as an official seal for the foundation and was based on the heraldic eagle of the Free State of Prussia. The coat of arms motif is quoted to refer to the roots of the foundation and its institutions, the cultural heritage of Prussia. However, the filigree and small-scale nature of this traditional motif has now been abandoned in favour of a much clearer and more concise form. Incorporated into a square, the new logo is highly recognisable. It is also part of the logos of the institutions and the individual collections and characterises the foundation as an umbrella in the brand architecture.
The second logo element, the lettering (FF Clan), indicates which level within the foundation is being communicated: the umbrella (SPK), an institution level or one of the collections of the Staatliche Museen zu Berlin. In the case of the institutions, "Preußischer Kulturbesitz" is always included in a subline. The colour scheme of the logo is variable. In the business stationery, the logo is Prussian blue (Pantone 281 U). The new logos will be gradually introduced from the end of June 2011. They were developed in a foundation-wide coordination process, which was supported by an agency.
Parallel to the branding process, SPK is currently establishing sustainable organisational structures for fundraising and developing a fundraising strategy for the foundation and its institutions. At times, SPK has been supported by external consultants.
The next step in this development process is the redesign of the SPK website.
The SPK initiated the brand and fundraising development process at the express request of the Budget Committee of the German Bundestag. It is financed entirely from third-party funds raised for this purpose: the costs for the Development Unit set up at the SPK in 2008, which manages the aforementioned processes, are funded by the Museum Island Board of Trustees, while the costs for the agencies involved (Peter Schmidt Group - Brand Development, Arbeitsgemeinschaft fundraisingbüro bistum hildesheim / Centre for Systemic Fundraising) are funded by the Federal Ministry of Economics and Technology.
The Prussian Cultural Heritage Foundation is one of the largest cultural and scientific institutions in the world and is unique in Germany in the diversity of its collections, disciplines and activities. Since 1957, it has united five institutions that stem from the cultural heritage of the Prussian state under one roof. Each of these institutions is nationally and internationally renowned and achieves excellence in its field.