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On 28 April 2025, the city of Brunswick launched its new brand »City of Lions«. EMBASSY’s strategy process for the new brand profile and the communication concept which we subsequently developed form the basis for the city’s new image.
Like many German cities, the »Löwenstadt Braunschweig« (‘Lion City of Braunschweig’) until recently had a nickname that originated in the city’s history. It was time to detach the lion as the symbol of the city from its historical context and move it into the contemporary world. From the »Löwenstadt« to the »City of Lions« – what seems like a simple translation at first glance reflects Brunswick’s identity as a city with a proud history that has long since also become a modern location in the present and future. The city with its historical heritage has become a lively, self-confident, strong and international city full of people who help to shape it. The brand profile gives the city a new, more comprehensive toolbox for communication, in which the whole of Brunswick finally has a place.
The reason for the brand process was the city’s 1000th anniversary in 2031, and numerous major events along the way. These are a good opportunity to take stock of the city’s positioning and lend themselves to a new direction for the brand. The future role of the lion in terms of content and design is central to this. »City of Lions« puts the focus on the people of today, as Brunswick has long since become home to many different, strong, self-confident and successful lions.
With the new title, the second largest city in Lower Saxony is expanding the concept of lions to provide an umbrella for the many stories of its society, economy, culture, history, present and future, and to talk about its people and their strengths today. The first stories can already be read on cityoflions.de.
You can find the press release on the brand launch here:
https://www.braunschweig.de/politik_verwaltung/nachrichten/bsm/cityoflions.php
