Christmas as a brand
Here comes the man in red, or: what makes Christmas so successful.
Christmas is a success story because it is a strong brand.
Benefits, communication strategy, visual identity, tone of voice, and corporate personality are clearly defined and communicated through a distinctive visual identity.
The benefits
Christmas is the most important holiday of the year. People spend time with their loved ones and find peace. There is good food and drink, and gifts for everyone.
The visual identity
The brand is made visible through a well-defined visual identity. A coherent definition of symbols, a color scheme, and the use of appropriate typefaces ensure clear brand recognition.
The communication ctrategy
Communication takes place exclusively during the last three to four months of the year. However, it is carried out with full force, an omnipresent presence, and across all channels. To this end, various influencers, such as parents, brands, and consumers, as well as the media, are skillfully utilized to spread the message. Events such as the widely popular Christmas markets and appearances by Santa Claus, for example in shopping malls, further amplify the communication impact.
The tone of voice
Christmas is a celebration of love and peace. The focus is on family and compassion for others. In short, love for one’s neighbor.
The company’s identity
Corporate vision
Christmas is a celebration of love, generosity, and compassion; Christmas brings peace and kindness to people.
Corporate mission
We bring Christmas to the people who need and deserve our kindness, generosity, and love.
Values and ideals
- Cheerfulness
- Generosity
- Justice
- Imagination
- Kindness
- Reliability
- Honesty
- Security
- Love (for one’s neighbor)
The visual identity of the “Weihnachten” brand
The logo and tagline of the “Weihnachten” brand
The logo in various sizes
The logo in different color variations
The color palette
Typography: Christmas fonts
The visual world
Design language: graphic elements
The overall look: when it all comes together
