Glück Berlin designs new brand identity for Menuhin Festival Gstaad
The branding agency Glück Berlin won an international pitch and has redesigned the entire communications strategy for the Menuhin Festival Gstaad. At the same time, the renowned classical music festival is returning to its original name: Menuhin Festival Gstaad. The new brand identity centers on the festival’s founder, Yehudi Menuhin, and his humanistic spirit.
The Menuhin Festival Gstaad is getting a completely new brand identity for its 70th anniversary. The Berlin-based brand agency Glück Berlin won an international pitch and has overhauled the entire communication of the renowned classical music festival in recent months. At the same time, the festival is returning to its original name: Menuhin Festival Gstaad.
"With its identity-creating name, a concise visual appearance and a clearly structured brand architecture, we are setting an accent in the branding for our 70-year-old festival. The new CI/CD incorporates tradition and values, combined with a clear view of the future," explains Richard Müller, newly elected Chairman of the Board of Directors of the Menuhin Festival Gstaad.
Humanist spirit at the center
The name Menuhin Festival Gstaad, strengthened by Glück Berlin, focuses on the festival founder Yehudi Menuhin and his humanistic spirit. It succinctly expresses what the festival has always stood for: a place that brings people, nature and music together in harmony - combined with international appeal and the creative demand for compact, contemporary legibility.
The new brand identity creates a permanent brand stage on which the respective festival motto finds its own content development each year. The first campaign in the new image stages the guiding theme "Family Matters" of the new artistic director Daniel Hope. It underlines the importance of the festival as a place of artistic excellence, human encounters and cultural openness.
"Glück Berlin has understood with great sensitivity what we are about: translating the spirit of Yehudi Menuhin into the present without alienating it. Together, we have formulated a new beginning that combines the best of the past and the future," emphasizes Daniel Hope.
Alpine environment as a graphic element
The visual concept picks up on the colorful, powerful world of the festival and its alpine surroundings: The further development of the characteristic mountain lines sets the scene for the impressive Gstaad panorama and the contours of the Saanenland as a graphic element and anchors the nature that surrounds visitors as the central motif of the brand.
Founded in 1957 by Yehudi Menuhin, the festival is now one of the leading classical music festivals in Europe. The 2026 edition marks the 70th anniversary. Tickets for the concerts in the festival tent will be available from December 16, 2025, and for all other events from February 1, 2026.
Responsible at Menuhin Festival Gstaad: Richard Müller (Chairman of the Board of Directors), Daniel Hope (Artistic Director), Larissa Davidson (Head of Marketing & Communications). Responsible at Glück Berlin: Bastian Meneses von Arnim (Creative Direction), Heidrun Kleingries and Laetitia Kroschewski (Art Direction), Lisa Hartwich (Text), Julia Peuckert (Strategy), Ulf Cerning (Consulting).
