Case: BDLI e.V.

Uhura developed a distinctive, digitally adaptable brand identity for BDLI and the modern aerospace industry.

The German Aerospace Industries Association, BDLI, is the central representative body of the German aerospace sector. With around 250 member companies, it represents one of the country’s most innovative and technologically advanced industries.

The association brings together businesses, policymakers, researchers and other stakeholders. At both national and international level, it represents sectors including civil aviation, space, defence and security.

  • Brand Design & Identity
  • Transformation Strategy
  • Branded Content Strategy
  • Experience Design
  • Creative Strategy
  • Employer Branding
  • Brand Story

The essence of the project

The result of our work was not simply a new logo, but a flexible visual language designed to work across digital and analogue communication channels. As BDLI was undergoing a website relaunch at the same time, we also developed key design principles and a digital design system for the new website.

Challenge

The aerospace industry is undergoing a rapid transformation shaped by technological innovation and changing societal demands. BDLI’s existing brand identity no longer conveyed the modernity and dynamism of the sector.

At the same time, the new design needed to make the diversity of the represented industry sectors visible without weakening the association’s overarching identity. The objective was therefore to create a distinctive and memorable brand presence that strengthened BDLI’s position as a thought leader and worked particularly well across digital B2G and social media communication.

Solution

Within six weeks, our team redesigned the association’s logo, typography and overall brand identity. The newly developed claim, “Connecting.The.Dots”, captures BDLI’s role as a platform connecting industry, politics, research and society. A flexible, digitally adaptable visual language translates this idea into a consistent presence across online and offline channels.

Civil aviation, space, defence and security were each given their own colour palette, creating a distinct identity for every sector while maintaining a clear connection to the overarching brand. Brand guidelines and social media guidelines provide a consistent framework for use by the association and its partners.

For the website relaunch taking place in parallel, we also developed a scalable design system with specific guidelines for digital components and applications. In addition, we produced a video series in which industry representatives explained the sector’s technological challenges and innovative solutions in an accessible and engaging way.

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