Volksbund – new logo and brand identity

On the occasion of its 100th anniversary, the Volksbund Deutsche Kriegsgräberfürsorge e. V. faced the crucial task of communicating its traditional mission – the care of war graves and the promotion of peace – in a contemporary and effective manner. The aim was to modernise the brand and underscore its relevance for current and future generations, without diluting its deep historical significance and powerful symbol. The organisation needed an appearance that conveyed both the dignity of remembrance and an active call for peace, appealing to a broad target group of members, volunteers, donors, and the public. A particular challenge was to design the visual identity to be consistent across all communication channels, clearly reflecting the Volksbund's diverse activities, from commemorative work to educational initiatives, and building a bridge between past and future. Machbar began the process with an intensive analysis of the existing brand identity, the Volksbund's strategic goals, and the expectations of its diverse stakeholders. In several in-depth workshops, the core message was refined and the positioning for the coming years precisely defined. A central strategic decision was to retain the iconic five crosses as a strong symbol of remembrance, but in a modernised form that detached them from their previous supporting structure and integrated them more dynamically into the overall image. Building on this, the new, activating claim "Together for peace." was developed, succinctly summarising the Volksbund's collective responsibility and common goal. This participatory approach enabled the creation of a holistic brand identity that connects tradition and future, clearly communicating the organisation's multifaceted work. As a concrete solution, Machbar developed a comprehensive corporate design based on the newly designed logo and the concise claim "Together for peace." This included the complete redesign of all business stationery, from letterheads and business cards to presentation templates, flags, plaques, and giveaways, consistently conveying the new brand identity. A flexible, modular system for invitations and programmes, especially for Volkstrauertag and other commemorative events, was conceived to ensure consistent yet adaptable communication. Furthermore, the magazine "Frieden" received a completely new editorial and design system, making its content more appealing and accessible, and stringently continuing and deepening the Volksbund's brand message. The result is a well-conceived, modernised, yet deeply rooted brand identity that optimally positions the Volksbund Deutsche Kriegsgräberfürsorge e. V. for future challenges. The new logo and concise claim created a clear, instantly recognisable identity that unifies the organisation's diverse communication tools and gives it a consistent voice. The consistent design across all channels significantly strengthens brand perception and enables more effective engagement with different target groups, from young people to long-standing members. This leads to increased relevance and visibility, supports the acquisition of new members and supporters, and significantly contributes to sustainably securing the Volksbund's important work for remembrance and peace and carrying it into the next generation, by clearly and convincingly conveying the message of peace and reconciliation.

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