Das Tegernsee Branding

Das Tegernsee is both a place and a summit. Each year, leaders in transportation, design and technology gather above Lake Tegernsee in the Bavarian Alps for an invitation-only event on the future of mobility, founded by Rob Coneybeer, Reilly Brennan and Lars Kamp: autonomous systems, electric aviation, the next generation of vehicles, and the people building them.

The setting carries the same tension the brand had to hold: precision and freedom, heritage and modernity, reflection and motion. The identity had to stand for a destination and for a forum of ideas at once, German in structure, international in tone, and built to last past one year’s event. We framed it around four principles:

Each direction read those four a different way before they converged on one mark.

The early explorations were about the relationship between form and engineering. We tested heritage-style insignias, geometric compositions and modular line systems to see how far the brand could stretch, and three ideas stood out:

This round set the foundation: the architectural rhythm of Dunbar Tall, a bold primary palette, and exact spacing carried across every application.

The second round, titled Autobahn Executive, took the strongest direction and engineered it. The wordmark, set in Dunbar Tall Bold Italic, brought movement and confidence while staying on a grid of strict proportion. The palette came from the German flag, pushed through modern tone and material contrast:

Together they read as warmth, light and ground. The effect is authority without volume, refined and still approachable.

In the final round the identity grew into a full visual language.

The mark. A circular emblem, known internally as The Nest. Three angled bars for nature, hospitality and craft, meeting inside a circle that stands for unity and precision.

Lockups. The primary lockup runs horizontal along the mark’s centerline; the stacked version is proportioned using the width of the E as its spacing constant.

Dunbar Tall Bold Italic for expressive titles. Open Sans Bold for body copy and digital clarity.

Each tone has a job. Alpen Sunset warms, Festival Gold draws the eye, and Tegernsee Stone grounds the system with weight.

The system runs across every physical and digital touchpoint. Environmental: signage, wayfinding and large-scale exhibition panels. Print: programs, stationery and guest materials. Digital: presentation templates, event graphics and motion backdrops. Merchandise: uniforms, key cards and amenity kits. Every one of them follows the same architectural logic and the same restraint, so the brand feels effortless even though it is built on precision.

The final identity holds Das Tegernsee as a summit for both innovation and reflection: engineering discipline on one side, creative openness on the other. The Nest became the one symbol across the event’s materials, signage and stage design, and the mark now stands for the community as much as the place. Das Tegernsee is a study in how clarity, craft and culture can share a single visual system.