When it comes to German branding there is no middle ground. On one side of the spectrum there is the heritage of Bauhaus and iconical, timeless designs for world-famous brands. Sophisticated, simple, strong. On the other there is a whole world of vernacular, often clumsy endeavours of the small scale advertising. Strawberry kiosks that pop up around town when the summer finally comes, supermarket tote bags… These are two sides of the same coin. One does not exist without the other. Cold versus warm, serious versus funny.
