Hesse's €290,000 rebrand faces backlash over public spending priorities
The Hessian Taxpayers' Association has launched an investigation into the state government's recent rebranding. The new corporate design reportedly cost around €290,000, sparking criticism over public spending priorities. Association chairman Joachim Papendick questioned whether the expense was justified during a time of crisis. The rebranding project included strategy, design development, and the creation of a custom typeface called Hessen Gellix. The Ogilvy agency handled the work, producing a full style guide alongside the new visual identity. The total cost of €290,000 has drawn scrutiny from the public and lawmakers.
Papendick argued that the money could have been better spent on essential services. He stressed that education and infrastructure should take precedence over branding efforts. The association is now examining whether the rebrand delivers real benefits to citizens. The group may also feature the rebranding in its annual *Black Book of Public Waste*. While acknowledging the need for a modern image, the association insists that spending must reflect public needs. The investigation follows wider debate in Hesse about the government's financial decisions.
The Taxpayers' Association will continue assessing the rebrand's value. If deemed wasteful, the project could appear in its next Black Book. The outcome may influence future discussions on how Hesse allocates public funds.
