Away from the dusty spa town image, Bad Tölz wants to present itself as a "vitalizing" and "moving" brand in the future. Here are the stilt walkers at the autumn market 2022. © Karl Bock
Bad Tölz - Decades ago, the city council was looking for a mission statement for Bad Tölz, and for some time now they have wanted to find a city brand. The preparatory work for this has been going on for a year and a half, and now it's time to implement it.
"After one and a half years, we are at the point where we want to get into visibility," said city manager Sandra Herrmann at the most recent meeting of the Tölz city council. In order to get a new so-called corporate identity, i.e. a manual with a new logo, color worlds, fonts, language style and applications, there is now to be a call for tenders. Local agencies have the chance to submit their ideas for the visual appearance of the city.
Away from the dusty spa town image: Seven characteristics to enliven the new city brand
Two years ago, the consulting firm Brand Trust from Nuremberg was commissioned by the city council to sketch a new image of Bad Tölz - away from the dusty spa town image. The company studied a lot of data, launched a survey with over 700 participants, conducted individual interviews, held workshops with companies and a total of 18 associations. Seven characteristics are to form the future brand core: "close to nature, vitalizing, moving, cultural, creative, close to home and grounded".
A suitable agency is to be found by the summer break of the city council
By the summer break of the city council, they now want to find a suitable agency that will incorporate all this into a brand manual. With logo, with colors, with fonts. The city wants to spend a maximum of 25,000 euros on this. From autumn onwards, the design proposals are to be implemented, i.e. the entire advertising material and marketing are to be redesigned. But not completely, but gradually. This conversion will take up to three years, emphasized city manager Herrmann, and will cost a "lower six-figure amount"
Johanna Pfund (Greens) pleaded for a uniform presentation of the city to the outside world, while Mayor Ingo Mehner (CSU) made it clear: "We are not reducing this to a logo, it is much more." The seven brand values are already helpful when he talks about Bad Tölz with industry representatives. What would happen if the city council did not agree to the tender, Gabriele Frei (CSU) wanted to know. Then the city would continue "with the inconsistent appearance," Herrmann replied.
Discussion in the Tölz city council - Dostthaler and Gundermann against it
Michael Lindmair (FWG) reported that retailers and tradespeople in Tölz were waiting for the result from the city council. Willi Streicher (SPD) pointed out that Bad Tölz has brand values "through which we are seen as a positive example nationwide".
CSU parliamentary group spokesman René Mühlberger also pleaded for the logical step to be taken, after all, Bad Tölz is in competition with other municipalities.
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Julia Dostthaler (CSU) and Johannes Gundermann (Greens) felt that everything was too lengthy, not very handy and not concrete enough for all the money. Both therefore voted against.