The EPP Logo
In the frame of a tendering issued by the European People’s Party (EPP) in 2004, we were commissioned with the development of a completely new corporate design including – as the principle component – the creation of an identifying logotype.
Until that point the EPP, the largest political organisation in Europe, defined itself nearly exclusively by their content and values using an old-fashioned and not very appealing logo (a green letter ‘E’ with 12 stars arranged in a semi-circle on top) that did not involve any corporate message or perceptible philosophy.
A logo of values.
The ideal logo should be a unique symbol that basically represents the values and the philosophy of a company, party or organisation. The reduction to the essentials is a key component. In our search for such an ideogram we came across the ‘bridge’, being a significant symbol for uniting people with common values. Bridges are constantly being built across Europe by EPP’s political family: bridges of democracy, economic development and good governance, based on mutual respect and encompassing all European countries and regions. Finally, as the pioneering political force of Europe and the political heirs of the European founding fathers, the logo necessarily included the 12 stars of the European Union.
Symbolism of the Corporate colours Blue and Orange
In this context we also suggested the incorporation of two new company colours, blue and orange. Blue standing for clarity, rationality and responsibility, in accordance with the blue of the European Union, and orange being perceived as a warm and positive colour that in our western culture embodies openness: openness in the sense of willingness to communicate. The integration of the colour orange proved to be uncomplicated as it still was politically neutral and immaculate. Subsequent to that, in the course of time the colour orange was established also in other parties belonging to the centre-right political family.
The EPP logo with the bridge lasted for more than ten years and gained more and more recognition as a renowned European brand as the party evolved over the years. In December 2014 the logo was replaced for political reasons by a common symbol that now represents both the Party and the much larger Group in the European Parliament.
An Icon for the Congress in Rome
Being the responsible agency for the overarching design of the EPP at that time, our task was to create a consistent Look and Feel for their key event, the EPP Congress in Rome. A Look and Feel is created to increase the recognition value of a specific event and has to be applicable to all visual elements. It should include a clear and reduced form language and ideally give a reference to the venue where the event takes place.
We went one step further
In our search for the ideal symbol or design mark we started asking ourselves the classic ‘W’ questions: what, why and where. The main aspect for holding a congress is to unite people with common values, bringing them together to exchange information and ideas and to strengthen social cohesion. The congress venue was in Rome, also called the Caput Mundi (Capital of the world). A global city – a city with an indescribable cultural history, which spans more than two and a half thousand years.
One of the most impressive and oldest buildings ever constructed is the Pantheon situated in the very centre of the city. Originally being dedicated to all the gods in ancient Rome, the Pantheon was also used as a forum for cultural exchange, freedom of speech and trade. The only source of light is the circular opening at the apex of the cupola. The concentric rings around the opening visualise the seats in a plenary hall in an abstract and geometric way. The cupola of the Pantheon turned out to be the ideal design mark to combine the symbolic power of a building with the congress in Rome.