Visual measurement

Stefan Pirchmoser: With the Arthur Zelger Award, the Lebensraum Tirol Group aims to promote young talent and provide new impetus for tourism and the Alpine quality of life in Tyrol. In collaboration with the New Design University St. Pölten, students have analyzed the corporate designs of 31 Tyrolean tourism associations. The results clearly show how important good design is for recognizability, regional identity and the trust of international guests and locals - and what a strong regional brand can achieve for the future. With this in-depth analysis, we would like to encourage design to become a tangible stimulating factor for future-oriented developments in tourism.

Stefan Pirchmoser: The students took a very close look at the visual appearance of the tourism associations - from colors and typography to imagery and digital applications. For example, it was exciting to see how strongly blue and red tones characterize the identity or how a "Tyrolean alphabet" was reconstructed from the lettering. The results provide deep insights into the power of design, the purpose of which is to achieve recognition, profile tourist brands, arouse emotions and connect people.

Stefan Pirchmoser: We can draw several exciting conclusions from the analyses. Standardized visual principles can help tourism associations to present themselves more efficiently - without losing their individuality. At the same time, it became clear how strongly language and culture can act as identifying features and how important a clear digital presence is, which is perceived as an integrative part of the overall design. And: an activating visual language opens up interesting opportunities to tell stories typical of the region, arouse emotions and build a strong bond.

Martin Reiter, CEO of the Lebensraum Tirol Group, adds: "The project opens up valuable new perspectives on the brand and its significance for the regions. It shows how closely design and brand management are interlinked and how this can strengthen the attractiveness of our province. It is particularly important to me that it shows how a brand can be conceived and developed over the long term and across generations. Because for us as the Lebensraum Tirol Group with the Tirol brand, it is important to secure the future viability of the province and maintain the high quality of life for the people. I would like to thank the students for their valuable contributions and their impressive engagement with this topic."

Martin Reiter has worked for the Lebensraum Tirol Group for over 20 years, is an enthusiastic ambassador for the Tirol brand and was appointed Chairman of the Group Management Board this summer.