Today, visitors to Eindhoven find themselves in a Brand Store, complete with merchandise and a coffee shop, rather than a traditional information office. They might navigate their way around the city streets by the giant red arrows that point to stores and restaurants of interest. They’ll certainly feel the energy of the place. Not only on the streets and in the people they meet but projected through the Eindhoven logo; a representation of energy bolts, that recurs across city-wide communication. They also might be thankful not to have to suffer empty slogans posted everywhere. In their place is a dynamic typeface that is applied to, well, whatever the city wants to say that day – it acts as a familiar face, without the annoying chatter.
Designing the identity for a city is a huge opportunity and privilege, especially when it is your own hometown. We were given the opportunity to do just that in 2014. What followed was an intensive and radical exercise in truly consequential identity making, the results of which we, and other Eindhovians, get to experience every day.