"Could be nicer - hardly better": A saying sums up the city

Created: 05/20/2022, 09:06

By: Klaus Greif

Presenting the finished brand claim (from left): Christian Fehl, Walter Weiß, Maria Mastroianni (location promotion), Mayor Andreas Haas, Jasmin Seeholzer (city marketing) and Petra Tech (location promotion).

OB Haas shows the image with the logo element formed by SCU members.

© mm

“Germering – Could be nicer.

Hardly any better.” Over the next few months, you will encounter this saying in connection with the city's logo in all sorts of places in the city.

Germering – It is the start of a large-scale brand campaign that has now been presented in the Cineplex cinema center.

Seven years ago, the city began looking for a distinctive and easily recognizable brand.

Five years ago, as a first interim result, colored spikes were presented as identification marks - they are based on an amulet from the 7th century that was found during excavations.

Since then, these colored elements have formed the municipal logo.

The best

This process has now been completed with the presentation of an associated brand claim – that's the name of a catchy slogan in advertising jargon that stands for a brand.

“Germering – Could be nicer.

Hardly better” is the claim.

During the presentation in the Cineplex, Mayor Andreas Haas hoped that this saying would play in a league with claims such as "Are you still living or are you already alive?".

The self-deprecating claim is a tongue-in-cheek statement, Haas continues: “This is how we show ourselves to be authentic.

The city may not be perfect, but it does its best.”

(By the way: everything from the region is now also available in our regular FFB newsletter.)

In order for the slogan to take hold, it will be seen throughout the city in a large-scale campaign over the next few weeks and months.

The Germeringer designer and brand developer Christian Fehl explained at the presentation that the brand claim will not only be seen on the banners at the town entrances or the information boards in the city area.

You will also come across the slogan in connection with pictures or just the logo at the bus stops, on floor surfaces, on the window front of the city library and in the indoor pool.

Advertising material and postcards should also help to make the Germering brand better known.

A picture of the campaign

We have SC Unterpfaffenhofen (SCU) to thank for a central image of the brand campaign.

Hundreds of young and adult members dressed in white gathered together on the football pitch to form an element of the brand logo – the exact shape had been marked out with ribbons in advance.

The photographer Walter Weiß, who became known for his photo calendars with views of Germeringer, photographed this human spike.

He then used photo editing to place the finished picture on the fields between Lake Germeringer and the city.

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You can find more current news from the district of Fürstenfeldbruck at Merkur.de/Fürstenfeldbruck.

Weiß then incorporated the creation of the photo into a short trailer, which will be shown in the Cineplex in future as an advertising film for the Germering brand.

The short promotional film has now been shown for the first time and received a great deal of applause from the guests invited to the presentation.

According to Christian Fehl, the cooperation with the SCU and the resulting photo also represent a central message: "The Germeringers are the best ambassadors of their brand." Haas calls on all clubs, institutions and companies to use the brand claim.

It is freely available in all variations.

At www.germering.de/Markenclaim you can find out how to do it.