cd&v - rebranding

From traditional political party to distinct, contemporary brand.

The cd&v brand is facing turbulent times. A deep brand renewal is essential to remain relevant. A clear story, a new style, a contemporary feeling. No gray compromise, but a solid & contemporary brand full of color.

Same foundation. Fresh start.

Going back to its roots. Going back to being among the people. We decided to reposition the brand back to where it all started for cd&v all those years ago. This meant both content-wise and visually. Featuring an unambiguous baseline, offering viewpoints in clear language, a sympathetic logo, and a brand experience that would enable ordinary people to connect to cd&v.

The new branding returns to cd&v's roots but in a contemporary way. The brand feels more accessible, more human, and invigorated.

cd&v’s new identity is

confident, warm, and optimistic.

In the logo, the capital letters were replaced with sympathetic but clear lower-case letters. The powerful cd&v orange is now joined by five diverse and energetic secondary colours. And the ampersand? Well, we used it to emphasise how cd&v wants to do things: together.

cd&v’s new identity is

confident, warm, and optimistic.

In addition to an extensive brand guide, we also created various visual assets, tools, and templates that the party can use themselves. Therefore, every Instagram post, flyer, or banner can consistently fit cd&v's new story.

For the brand imagery we didn’t choose models but instead opted for real people.

From different cultures. Either posing confidently or captured going about their daily lives. They are the basis for an authentic, optimistic, and decisive visual style that feels familiar and warm.