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Logo Launch Campaign

The communications process was initiated by the setting of the stage for its logo with a view to establishing Linz09 as a brand. The logo appeared in highly frequented spots and at a wide variety of occasions until it had taken possession of the entire city. In this way it was possible to prepare the Linzers for their role as hostesses and hosts of the Culture Capital at an early stage.

This process went hand in hand with the realisation of Linz09’s first major projects: SCHAURAUSCH and Hubert von Goisern’s LINZ EUROPA TOUR OST were powerful statements on what the Culture Capital was all about. The first print products, PR materials and projects fashioned a unique brand from three components: Linz, the Culture Capital and the logo.

Strategic considerations led to the logo being displayed at all entry points to Upper Austria and/or the city, using place name signs, sign posts and various kinds of flags and banners, for instance along the motorways (A1, A7, A8, A9), at the airport and the main railway station in Linz. Building sites and landmark buildings, such as Altes Rathaus in the Hauptplatz, the Design Center and the Lentos Kunstmuseum Linz, were also locations selected for the prominent display of the logo. From spring 2008 three “branded” Cityrunners, the latest generation of Linz’s trams, and branded carriages of Linzer Lokalbahn boosted the presence of the brand Linz09. In the course of the year the logo appeared on taxis, buses, lorries and on consumer products such as beverage bottles, place mats and clocks (e.g. on the facade of Linz Central Railway Station). All kinds of objects and places now announced the key message: Linz is Culture Capital.

Linz09 was also present in the classic tourist haunts of Salzkammergut. Kilometre information signs, stencils, advertising flags and glass-encased posters were placed along the Danube Cycle Path and at Linz’s 21 shipping piers. From September 2008 the logo was launched across Austria (Vienna: Westbahnhof, Wien Mitte Railway Station; Salzburg: A1, airport, Mönchsberg Garage; Graz: Railway Station, Jakominiplatz, Liebenau Stadium); in Vienna’s Westbahnhof it appeared side by side with the self-confident assertion “Willkommen in der Walzerstadt. Mehr Kultur gibt’s in Linz” [Welcome to the City of the Waltz. For more culture go to Linz].

When the first Programme Book appeared in October 2007, it displayed the photo of a navel on the cover, a motif that left nobody indifferent. With more than a pinch of self-irony the navel lent itself to several metaphorical interpretations: Linz as “the navel of the world”; a note of caution for the programme not to fall into the trap of navel gazing; or Culture Capital Year as a process of the cutting of the cord… The humorous picture puzzle stoked the fires of Linz09’s communication campaign and retained at the same time an air of mystery.


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