Heartfelt Goodness

The initiative “Herzenssache” by SR, SWR and Sparda Bank is in existence for more than twenty years. It offers help to children in need – with more than 1,400 projects. By means of a freshly revised corporate design we provide the ambition of Herzenssache as well as the passion of everyone involved with a more emotional expression – also on the creative level.

The heart symbol is in the center of the presence. An intelligent design system out of fresh colors, an authentic imagery, and an iconic design vocabulary offer new ways to experience Herzenssache.

The iconic heart signs convey the messages of the brand in a simple, striking, and effective way.

The new prominent font is clear and angular, at the same time it is imperfect and its shapes appear to be hand-made. Thus, the font can be used for both happy and serious messages.

With the relaunch, Herzenssache is fresh, positive, and self-confident, without sugarcoating. The initiative does not want to arouse pity. The communication, however, shows how the funded projects can help children gain more self-esteem and happiness.