City of Vienna brand guidelines
The City of Vienna brand manual outlines core identity elements, an expressive illustration system, and detailed social media layout standards across print and digital channels.
Homepage of the City of Vienna brand manual presenting overview cards for six primary guideline chapters and contact details.
Logo guidelines page showing emblem and wordmark construction, clear space margins, color variants, and incorrect usage examples.
Expressive illustration guidelines documenting stylistic rules for portraits, circular construction lines, and packaging applications.
Digital guidelines specifying layout grids, safe margins, and text treatments for 1:1 square social media posts and ads.
Specifications for 9:16 vertical social media layouts across Instagram, TikTok, and Snapchat formats.
Documentation for 16:9 video layouts, YouTube bumper ads, lower-third overlays, and co-branding placements.
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When I look at city guidelines, I usually expect rigid print rules and little else. The City of Vienna takes a completely different path. Their manual treats modern screen formats with tremendous care. I love how deeply they specify digital outputs, breaking down exact safe zones and grids across 1:1, 9:16, and 16:9 social video placements. They also provide lovely direction for an expressive illustration style, showing how circular guides, textures, and portrait expressions translate onto everything from honey jars to climate games. It feels remarkably practical for everyday municipal communication.
At a glance
- Sections
- 1. Markenstrategie · 2. Designkonzept · 3. Grundelemente · 4. Designprinzipien · 5. Hauptanwendungen analog · 6. Hauptanwendungen digital · Kontakt
- Downloads
- ZIP, SVG
- Tone
- Structured, practical, and highly detailed municipal design standards for civic communication.
What I noticed
- The manual splits its overarching guidance into six numbered main chapters covering strategy, concept, basic elements, design principles, analog applications, and digital applications.1234567
- The expressive illustration section defines strict construction guidelines, including portrait facial expressions with blurred red cheeks, circular guiding lines, and a 20 percent texture opacity limit.89
- Digital video specifications specify an 80 percent opacity watermark positioned in the top corner for dynamic video footage across vertical and 16:9 aspect ratios.1011
- A dedicated zip archive for logos is directly linked from the home page and the logo guidelines page.1213
Numbers refer to the screenshots above.
What I could not see
- Typography rules and font download packages are not detailed within the captured pages.
- Analog print template files and stationery downloads could not be inspected.
Ideas to borrow
Quick answers
Reviewed on 26 September 2026. Request a correction · I built this
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