Change Hairline Italic Font

The driving force of the campaign were three interchanging one-liners, set in the custom designed font “Change”. Its name says it all: Berlin is changing, and the world should know about it. For 12 years, Change served as the city’s brand typeface. Now Change is finally allowed to unfold its potential – optimized and expanded – for the benefit of all brands and projects that are in need of renewal or quite simply a change.

At the start of the image campaign, the Senate invested eleven million euros to establish the motto “Be Berlin” and to improve citizens’ identification with their city. From 2009 onwards, “Be Berlin” was drummed up throughout Germany and then in 50 different countries.

“What is special about the typeface is its humanity. The family was not stringently planned, it has grown and gone through several stages of development. Despite its clarity and functionality, it appears lively and unconventional. It is not what you expect, but always something different.” is how Alessio Leonardi describes the temperament of his typeface.