Grugapark Essen redesign

Since May 2025, Grugapark Essen has a new visual identity, which was developed by smile. Visual Communication from Essen, Germany. Grugapark and the name “Gruga” originated from the first Great Ruhr Horticultural Exhibition in 1929. Over the years, not only has the park itself changed, but also the way it communicates. What has remained the same is its significance to the people of Essen and the Ruhr region as an oasis of rest and a place of discovery. The aim of the rebranding is to create a visual system that positions Grugapark as a vibrant brand, bundles its versatility, and can be used adaptively for different communication occasions. The new design organizes, simplifies, and connects – while further developing a system around the existing trademark of the park – the Gruga Tulip.

As the Grugapark is a municipal park, the city of Essen set a number of guidelines in advance of the development that had to be incorporated. These included, for example, the use of the city’s typeface – Rotis SemiSans – and the city logo in its original position.

The geometric structure and colors of the Gruga Tulip and logo of the city of Essen serve as the basis for the development of a system of pictograms and patterns that reflect the park’s wide range of recreational and leisure activities. In a modular system, these elements can be combined depending on the occasion to promote events, attractions, or visitors’ personal “Gruga moments.” Six recurring symbols indicate the respective themes being promoted. The monthly overview uses those pictograms to assign them to thematic areas.

The brand tagline “Where relaxation and adventure become one” highlights the duality of the wide range of activities of the park. The tagline is also Grugapark Essen’s main promise (benefit) to its visitors: creating memories and inspiring enthusiasm for green spaces. The campaign slogan “My Gruga moment” focuses on personal experiences within the new image. Every visit, every photo, every little detail can become your own Gruga moment. The emotional appeal is conveyed through large-format, tranquil photographs that show authentic moments in the park. They not only create atmosphere, but also form the backdrop for clear text and information structures.

With this rebranding the redesigned identity combines the history of the park with its present-day diversity, giving Grugapark Essen a distinctive identity in the heart of the city.