Why the brand agency chose the "O" logo
The brand agency RED prevailed in a multi-stage pitch and developed the corporate design. Michael Mazanec, Managing Director and Creative Director about the thoughts behind the logo: "As an agency, we asked ourselves the question: Which symbol is the right one that can stand for Oktoberfest. We came to the conclusion that the Oktoberfest is so colorful and multi-layered that no single pictorial sign could do justice to these different facets - be it the beer mug, the heart or the Ferris wheel. Rather, it should be abstract, open to interpretation and atmospheric. The initial "O" of the word Oktoberfest meets all these requirements."
All the classic elements of a corporate design were integrated into the creative process: Logo, word/figurative mark, colors, visual language, development of a custom typeface, all the way to a modular design system. For the first time in the history of Oktoberfest, a unified look is thus created to provide a central visual framework for the festival's brand world.