Alpine-urban joie de vivre as identity
Innsbruck is more than just a city - it is a brand with a clear attitude. Embodied by 237,000 citizens, 37,400 students and 22,000 businesses as well as 40 surrounding towns and villages, which together stand for a unique attitude to life.
→ Innsbruck Marketing (owner & coordination)
→ Innsbruck city administration (administration & urban development)
→ Innsbruck Tourism (guests & destination)
Innsbruck Marketing is the owner of the brand and develops it together with the city administration of Innsbruck and Innsbruck Tourism.
The brand embodies the essence of the city:
Attitude, character and attitude to life. It gives the city community orientation and identity, both internally and externally.
This core statement describes what can be experienced and felt.
No other town of comparable size can offer this: City, mountains and nature merge into a sporty, relaxed atmosphere. Education, research and innovation characterize the international business location, which is characterized by cultural diversity, short distances and a responsible approach to nature.
We have translated the essence of the city into five brand values. Each value describes WHAT Innsbruck is. The corresponding style feature describes HOW it is communicated.
An example: Innsbruck is a city on the move. It motivates, is committed and full of energy. This corresponds to the brand value "active". Whenever we show this activity - in the form of images, videos or texts - we do so in an "inspiring" way. Not perfect, not staged, but genuine. At least lively. Just as life in Innsbruck really is.
motivated, ambitious, athletic, vital, energetic, lively, agile, energetic, committed
casual, easy, casual, open, sociable, relaxed, relaxed, confident, natural
aware of its roots, strong history, preserving tradition, special way of life
unadulterated, genuine, true to the original, clear in attitude, credible, unmistakable
exceptional, courage of one's own will, resilient, independent, going one's own way
The brand core defines the WHAT (values) and the HOW (style characteristics) of our communication.
The four levels build on each other:
Each brand value describes the character of the city. The associated style feature shows how we make it visible in communication.
A strong brand is reflected in how it is lived every day. Three principles run through everything we do:
Our attitude and aspirations are reflected in everything we design, communicate and live in our everyday lives. From the event to the digital presence - quality is visible and tangible.
Economically, ecologically and socially. What is decided today must still be valid tomorrow. A responsible approach to nature is firmly anchored in urban development.
Innsbruck continues to develop and find answers to old and new questions. Bold concepts emerge that break new ground - from analog to digital, from tradition to the future.
These principles are not a checklist, but describe our common attitude.
How does Innsbruck work? Five areas of impact describe the special features of the city and reveal what makes Innsbruck unique.
No boundaries between city and nature. Alpine activities meet urban modernity - from the Patscherkofel directly into the city center. This fusion is Innsbruck's unique selling point and characterizes the city's attitude to life.
Activity and lightness belong together - visible in infrastructure, service and communication. Innsbruck is a place full of enthusiastic, committed people who strike a balance between new beginnings and tradition.
Center for education, research and innovation, especially for young people. With over 37,400 students, Innsbruck is an international location for education, research and development, where inquisitive people come together.
International thinking, cultural diversity as a strength, short distances and lively districts. Innsbruck is lived in a traditional and cosmopolitan understanding - a city that is firmly anchored in its roots and at the same time open to the world.
Nature conservation, sustainable planning and climate-friendly mobility as an integral part of urban development. Responsible use of intact nature, clean air and water forms the basis of quality of life.
Innsbruck thinks boldly ahead, creates sustainable quality of life and inspires with its energy, openness and location.
Together we are shaping the most sustainable living space in Europe, whose attraction is alpine-urban joie de vivre.
Innsbruck and its 40 surrounding towns and six regions are extremely diverse. The three umbrella brand partners have developed a joint marketing strategy to ensure that this common understanding is reflected in a uniform style.
It ensures that everyone pulls together in communication and appearance - in words, values, style and design. All target groups are addressed in the same way, regardless of the sender. This creates a common understanding and everyone is talking about the same thing when it comes to the Innsbruck brand.
The Innsbruck brand lives from what it tells. Stories that make attitude, character and attitude to life tangible.
The brand stories help to translate the positioning of the Innsbruck brand into clear, understandable narratives. They make visible what Innsbruck stands for - and bring strategy into a form that is easy to pass on.
| Time | Artist | Description |
|---|---|---|
Trademark statutesLegal basis and binding regulations for the use of the Innsbruck brand. | ||
StyleguideDesign guidelines for visual communication. | ||
Contact usQuestions about brand use? We support you. |