The State Garden Show 2029 in Kleve will be a future-oriented project for the entire region under the motto “Stadt, Land, Wasser” (“City, Countryside, Water”). It combines urban development, climate protection, and quality of life – with new green spaces, accessible waterways, and diverse initiatives for a sustainable city of Kleve on the Lower Rhine.

Mariam Hachem’s design was chosen in a design competition organized by the Rhine-Waal University of Applied Sciences and the city of Kleve. Hachem developed the identity further as her Bachelor thesis project in the summer of 2025.

Design shapes the city and the way people experience it. The corporate identity for the Landesgartenschau Kleve 2029 goes beyond a purely visual system and creates a guiding “blue line” that continues to shape the city beyond the event itself. It not only celebrates the garden show, but also stands for connection and invites residents and visitors to explore the city.

At the core of the identity is the icon system, inspired by the Spoykanal, which runs through Kleve and accompanies people from one place to another. The modular icons are formed from continuous lines that reveal their meaning only at second glance. This connecting principle runs like a blue thread through all elements of the corporate identity, ensuring that orientation, content, and the identity of the garden show work together consistently. The system is complemented by the typeface Flink Neue which supports the icons in an informative way while reinforcing their dynamic lines through its geometric form and solid presence. The color palette highlights water through blue and introduces vibrancy, flowers, and activity through its secondary colors.

The result is a consistent corporate design that gives the Landesgartenschau Kleve 2029 a distinct character and guides visitors and residents through the city like a blue thread.

Isoletters comments:

I love variations. The letters on this sign are obviously modelled after the Charme and Slogan typefaces (1957/58) – but they are hardly identical with any of them. The lettering seen here is narrower, less angular and more upright. If you ask me, it has more charm than Charme.

Hoeboer & Malkowsky was a fur store in Hülsdonk, a neighborhood in Moers, west of Duisburg, Germany. Charme is a script typeface designed by Helmut Matheis and first cast by Ludwig & Mayer in 1957. The slightly bolder Slogan followed a year later. Compare the letterforms by the unknown sign painter to the original ones drawn by Matheis.