After conducting a series of interviews, visual research, benchmarking, and interactive workshops with the client, we distilled a new brand positioning. From the subsequent naming phase with seven naming options, ‘ta.la’ was chosen. Not only does it convey the original spirit of an open and modern environment facilitating mutual exchange and learning, it is also an abbreviation for ‘Tagungszentrum Landshut.’
The design is characterised as friendly, open, modern, but timeless and is, moreover, inspired by the architecture and natural surrounding of ta.la. The unusual open structure builds on two factors: light and nature, which were both integrated into the brand symbol. The new appearance transmits the idea of every place in ta.la being a window into the green and incorporates the history of the city of Landshut. The evolved name and look & feel were also translated into the newly created website and were perceived very positively, both internally and externally:
“The cooperation in this, also politically and strategically sensitive brand-finding process, was and is always very constructive. Even after the completion of the main contract, the closeness and energy that has shaped the togetherness until then remain intact.”
– Markus Brandt, ta.la Hotel Manager
