Poznań, Poland’s fifth-largest city, has launched a new visual identity as part of its “Impact’24” development strategy. This update aims to strengthen the city’s identity and modernize its external image.
The last update to the city’s visual identity was 15 years ago. A refreshed look was needed with evolving design principles and Poznań’s growth. The process began in January 2023 to ensure the city’s appearance aligns with its current and future goals. The new identity is designed to be attractive, multifunctional, and reflective of values such as friendliness, respect, tradition, and inclusivity.
Poznań is known for its unique blend of compactness and grandeur, tradition and modernity, nature and urbanity. These contrasting features create a dynamic city, which the new branding captures. The core message of the new brand is “Jesteś u siebie” (“You are at home”).
The new city logo features a house that forms the letter “P” when rotated 90 degrees counterclockwise. The star above the house represents values such as compactness, friendliness, efficiency, pride, freedom, and humanity. This star, continued from the previous logo, is a memorable symbol for residents and tourists, ensuring continuity.
The house and star are within a shield outline, referencing Poznań’s historical coat of arms. The simple emblem, rendered in different colors, identifies various municipal departments. For example, green is used for the city administration. Unlike many cities that create separate brands for different activities, Poznań uses a unified visual strategy.
The new branding will be gradually implemented, starting with the city administration’s visual communication updates. The city’s website, poznan.pl, has been conceptually and visually revamped to match the new identity.
Brandburg Studio, based in Warsaw and Poznań, developed a new visual identity. This redesign reflects Poznań’s ambition to present itself as a modern, inclusive, and dynamic city while respecting its rich heritage. The updated branding aims to enhance the city’s visibility and appeal to residents and visitors, reinforcing its status as a vibrant urban center.
