VdU—The Association of German Businesswomen
The Association of German Businesswomen (VdU) represents the interests of businesswomen across different sectors in manufacturing, craft trades, retail and the service industries and is one of the largest associations in Germany. When the VdU executive assigned Naroska the task of updating the association’s image, an analysis showed that it had no unified visual identity. The only coherent feature was the use of a single logo. The first task was to look through all documents and forms to check their significance. The square logo signifies the association’s exclusiveness: women only, while the cut-out lettering on the edge of the square represents the VdU’s openness to the business world. The overall design pattern consists of overlapping squares, with the idea of one for every businesswoman. These squares come together to form »VdU«—the Association of German Businesswomen.