From traditional political party to distinct, contemporary brand.
The cd&v brand is facing turbulent times. A deep brand renewal is essential to remain relevant. A clear story, a new style, a contemporary feeling. No gray compromise, but a solid & contemporary brand full of color.
Same foundation. Fresh start.
Going back to its roots. Going back to being among the people. We decided to reposition the brand back to where it all started for cd&v all those years ago. This meant both content-wise and visually. Featuring an unambiguous baseline, offering viewpoints in clear language, a sympathetic logo, and a brand experience that would enable ordinary people to connect to cd&v.
The new branding returns to cd&v's roots but in a contemporary way. The brand feels more accessible, more human, and invigorated.
cd&v’s new identity is confident, warm, and optimistic.
In the logo, the capital letters were replaced with sympathetic but clear lower-case letters. The powerful cd&v orange is now joined by five diverse and energetic secondary colors. And the ampersand? Well, we used it to emphasise how cd&v wants to do things: together.
In addition to an extensive brand guide, we also created various visual assets, tools, and templates that the party can use themselves. Therefore, every Instagram post, flyer, or banner can consistently fit cd&v's new story.
We didn’t choose models but instead opted for real people.
From different cultures. Either posing confidently or captured going about their daily lives. They are the basis for an authentic, optimistic, and decisive visual style that feels familiar and warm.
The colorful yet clear landing page takes people step-by-step into cd&v's new story. The brand movie and manifesto provide context, while three themes highlight the party's substantive focus.
The story has been strengthened. The new branding feels fresh but familiar. The brand cd&v is back among the people, ready for the future.