Dresden is one of Germany’s most interesting cities. Its sights worth and cultural attractions routinely excite tourists. Unfortunately, Dresden is undervalued in Germany and abroad. Awareness for the new brand identity of the state capital is to be raised, nationally and internationally. Dresden’s silhouette is particularly iconic, as it is reflected in the River Elbe. This feature gave rise to the CI: a horizontal axis in which the typography is reflected – and on which facts about Dresden are surprisingly disrupted. The new brand identity shows Dresden from unexpected perspectives and challenges the target group to give Dresden fresh reflection.