Rotterdam Partners — A brand designed to build the local economy

Cities around the globe are promoted by organisations dedicated to fostering local economic growth. Launched in 2014, Rotterdam Partners brought together several independent organisations under one monolithic brand. Studio Dumbar developed strategic positioning and a visual identity – an ‘umbrella’ brand for the organisation’s business-to-business and business-to-consumer divisions.

The aim of the new conglomerate was to attract investment and create new jobs by promoting the city as an attractive location for businesses, tourists, students and residents. Our strategic approach focused on celebrating the unique personality of Rotterdam, whilst allowing the organisation to communicate with improved efficiency, clarity and visual impact.

Almost entirely rebuilt after WW2, Rotterdam is a harbour city known for its no-nonsense mentality: the general attitude is ”Don’t talk… Act!” Today, it is a cultural hotbed driven by creativity and entrepreneurship: a blend that is expressed in the visual identity’s typographic palette. The custom typography created for the logo is based on a grid system, reflecting the architecture and layout of the city. We also introduced colour coding to identify individual departments within the organisation.

Applied across all print and digital communications, the guiding principles of the identity were subsequently carried through to the consumer-facing operation: Rotterdam Info.