Minigram

What Minigram does

Minigram is a Berlin-based strategic brand design studio operating as minigram Studio für Markendesign GmbH (Berlin-Charlottenburg HRB 108214 B), specializing in the development of brand profiles and visual identities for urban spaces, cultural institutions, real estate projects and corporations. Its service portfolio spans brand strategy and positioning, brand design and corporate identity, wayfinding and signage systems ('Leit.system'), spatial brand implementation ('Marke im Raum'), exhibition design and architecture, digital design, naming, employer branding, marketing collateral and stakeholder research. The studio's distinctive offering is the integration of strategic brand work with spatial and place-based design—wayfinding, environmental graphics, and exhibition architecture—that connects digital identity with physical environments for public and cultural clients.

The firm pursues a project-based professional services model, winning engagements through competitive tendering for public institutions (e.g., Senatsverwaltung Berlin, Grün Berlin, Stiftung Berliner Mauer) and direct relationships with enterprise clients (W. L. Gore & Associates, Bugatti, Puma, Volkswagen, Internationale Filmfestspiele Berlin) and real estate developers (Reggeborgh, Ziegert). Notable projects include Botanischer Garten Berlin, East Side Gallery, Tempelhofer Feld, Park am Gleisdreieck, Berliner Mauerweg, GORE-TEX/GORE-WINDSTOPPER branding, Grandaire at Alexanderplatz and the Horner Geest landscape axis in Hamburg. Pricing is negotiated project-by-project and is not publicly disclosed.

Operationally Minigram functions as a curated network: it lists Anja Klausch as legal representative and collaborates with strategic partners including Sinai Landschaftsarchitekten (landscape architecture), Winkelmüller Architekten (architecture), JES Socialtecture (social architecture/urban planning), urbanizers (urban planning), kreait (digital consulting), and implementation partners such as Fa. Vangenhassend and Modellbau Stein. The studio's geographic footprint covers the DACH region with active engagements in Berlin, Hamburg and Leipzig. Recognition includes a 2023 Red Dot Award (Innovation/R&D, East Side Gallery), a 2024 BC2024 Brand Communication Design Award from the German Design Council, a 2019 BCD2019 Brand Design Award, plus regional awards for Park am Gleisdreieck (Architekturpreis Berlin 2013, Sonderpreis Deutscher Städtebau 2014, Landschaftsarchitektur-Preis 2015). The company is privately held with no external investment, parent entity or public listing disclosed.

Name

Minigram

Legal name

minigram Studio für Markendesign GmbH

Website

https://minigram.de

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Minigram is a Berlin-based strategic brand design studio that develops brand profiles, visual identities, wayfinding systems, and exhibition architecture for public institutions, cultural organizations, real estate developers, and enterprises across the DACH region.

Ownership category

akta.pro rank

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Brand Strategy and Design Services: Professional services revenue from strategic brand development, visual identity design, corporate design, wayfinding systems, and exhibition design projects. Projects are typically scoped engagements with public and private sector clients.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Minigram is a Berlin-based brand design studio that provides strategic brand development and visual identity services for public institutions, cultural venues, real estate developers, and corporations. The studio develops brand profiles, corporate identities, wayfinding and signage systems, exhibition design, and spatial brand implementations. Engagements are project-based, typically won through competitive tendering or direct client relationships, with co-creative workshops used to align stakeholders.

Product overview

Minigram is a Berlin-based brand design studio offering strategic and visual brand development services. The studio provides a comprehensive suite of services centered around brand strategy, brand design, wayfinding/signage systems, and spatial brand implementation. Their core offerings include Brand Strategy & Positioning (positioning, brand architecture, brand values, brand story), Brand Design & Corporate Identity (logo, illustration, iconography, brand guidelines), Wayfinding/Signage & Leit.system (orientation systems for public spaces), Marke im Raum (spatial brand implementation), Exhibition Design & Architecture, Digital Design & Web, and Marketing Communication Materials. The studio serves diverse clients including public institutions, cultural venues, real estate developers, and corporations, with a focus on urban spaces, parks, museums, and cultural landmarks.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Strategy & Positioning Strategic brand development including positioning, brand architecture, brand models, brand values, brand story, brand attributes, and communication strategy services for organizations needing clarified market positioning.
• Brand Design & Corporate Identity Visual identity design including logo creation, imagery and illustration, iconography, design principles, and brand guidelines development for corporations, cultural institutions, and public-sector clients.
• Wayfinding, Signage & Leit.system Design of orientation, guidance, and information systems for public spaces, parks, museums, and urban environments, including physical signage and spatial branding for municipal authorities and cultural institutions.
• Marke im Raum (Brand in Space) Spatial brand implementation that translates brand identity into physical environments and three-dimensional spaces for clients needing tangible brand expression beyond print and digital.
• Exhibition Design & Architecture Design of exhibition spaces, installations, and interpretive signage for museums, memorials, and cultural institutions such as the East Side Gallery and Botanischer Garten Berlin.
• Digital Design & Web Digital brand implementation including website design, digital applications, and online presence development to extend brand systems into digital touchpoints.
• Marketing & Communication Materials Production of branded communication materials including business stationery, merchandise, sales literature, magazines, and event communications that operationalize brand systems across touchpoints.
• Naming & Employer Branding Brand naming services and employer branding strategies for organizational identity development, including projects such as the Grandaire real-estate naming engagement.
• Market Research & Stakeholder Analysis Research services including persona development, expert interviews, market research, and stakeholder workshops used to inform brand strategy and validate positioning decisions.

Named customers13 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• kreaitcoreStrategic or Co-development PartnerDigital consulting firm with whom Minigram collaborates on brand design projects. Kreait specializes in online and mobile solutions and works with international companies on digital transformation.
• Sinai LandschaftsarchitektencoreStrategic or Co-development PartnerLandscape architecture firm with whom Minigram has developed multiple spatial brand and wayfinding projects including Berliner Mauerweg, Geschichtsinseln Spreeufer Berlin, and Horner Geest Hamburg.
• Winkelmüller ArchitektencoreStrategic or Co-development PartnerArchitecture firm with long-term collaborative relationship with Minigram on various architectural and urban planning projects. Minigram provided visual identity services for the architecture firm's own brand.
• Die ExponatenminorStrategic or Co-development PartnerExhibition design collaborators on the Geschichtsinseln Spreeufer Berlin project.
• Modellbau SteinminorStrategic or Co-development PartnerModel building specialists collaborating on exhibition architecture projects.
• gruppe FminorStrategic or Co-development PartnerDesign collaboration partner on Geschichtsinseln Spreeufer Berlin project.
• JES SocialtecturecoreStrategic or Co-development PartnerSocial architecture and urban planning consultancy collaborating on the Forster Museum brand development project.
• urbanizerscoreStrategic or Co-development PartnerUrban planning consultancy collaborating on Bogenseeareal perspective study.
• Bricks & BeyondminorStrategic or Co-development PartnerReal estate and development consultancy in consortium for Bogenseeareal project.
• Fa. VangenhassendminorImplementation/ SI/ Consulting PartnerProduction company handling technical implementation of Klimapark Eichtalpark Hamburg exhibition elements.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Pentagram: Global independent design firm with partner-led studios delivering brand identity, environmental graphics, and wayfinding for cultural and corporate clients. Comparable as a broader incumbent in strategic brand design with deeper resources and international reach.

Direct peers

• Strichpunkt Design: Stuttgart-based brand and corporate design agency offering brand strategy, visual identity, and editorial design for corporate clients across DACH. Directly comparable as a mid-sized German brand design studio serving enterprise clients.
• Studio Dumbar (DEPT®): European brand design studio with offices in multiple countries delivering brand identity, motion, and spatial design. Comparable as an established European brand and identity peer with similar service mix.
• KMS Team: Munich-based brand consultancy providing brand strategy, corporate design, and communications architecture for major DAX and international brands. Comparable as a German brand strategy and design peer serving enterprise clients.
• Atelier Markgraph: Frankfurt-based brand and experience design agency working on brand identity, exhibition, and spatial communications for corporate and cultural clients. Comparable as a German peer with overlapping exhibition, museum, and corporate identity work.
• MetaDesign: Berlin-based brand consultancy (ex-CEO Hartmut Esslinger heritage) delivering brand strategy, identity systems, and spatial brand experiences. Directly comparable as a German strategic brand design firm with similar service mix and enterprise/public-sector client base.
• Realgestalt: Berlin-based strategic brand consultancy offering naming, brand strategy, and visual identity for cultural, public, and corporate clients. Comparable as a Berlin boutique peer with overlapping public-sector and cultural client base.
• Heine/Lenz/Zizka Projekte: Berlin-based design studio specializing in cultural, museum, and exhibition design with strong public-sector and cultural institution portfolio. Comparable as a Berlin peer focused on cultural/spatial identity and exhibition work.
• Scholz & Volkmer (KMS): Wiesbaden/Berlin digital brand and experience design agency offering brand systems, digital platforms, and integrated brand experiences. Comparable as a German peer operating in brand strategy and digital brand implementation.

Emerging players

• Stan Hema Wayfinding: Netherlands-based wayfinding and signage specialist serving healthcare, public, and corporate environments. Comparable as a specialized peer in the wayfinding/signage niche that overlaps with Minigram's Marke im Raum practice.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/minigram.de

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Minigram