CA3 – wellcome – Digital Tools

CA3 – Developing a brand : WellCome

Amelie — Tue, 10 Feb 2026 17:31:29 +0000

The Brand name:
Original keywords and inspirations for the brand name were for example „new beginning“, „arriving“, „inclusion“,“colourful“, „structure“, „steps“ or „welcome“. I wanted to catch the spirit of the digital artifact. The word „welcome“ stood out to me since it has a positive feeling to it while still grasping the porpuse of the website and the problem it is trying to solve. The websites main purpose is to make asylum seekers feel more confident with making informed decisions and making the whole process more easy going. So it wants users to feel welcome in this unfamiliar country.
I started researching about the word „welcome“. The word originates from the old english „wilcuma“ which splits into „will“ meaning „pleasure“ and „cuma“ translating to „coming“. „Will“ then later transformed into „well“ and the „wel“ (Harper, 2025).
The adverb „well“ generally means „in a good way“ or „to a high standard“ (Cambidge Dictionary). So, „welcome“ can be interpreted as it being a pleasure to receive the guests who are coming into your home or wishing the guests a good arrival.
To incorperate this meaning into my brand name, I came up with the idea to transform „welcome“ into „wellcome“. Through adding the l and spliting the word into two through the use of two different colours, the brand name lays emphasis on the words original meaning. It is wishing the users a good start into their new life in Germany and assuring them that with the help of „wellcome“ they will go through their asylum process well and with ease.

The Logo, Type and Colour palette:
I am not a graphic designer so for me it was something completely new to work on a logo or create a brand in general. My general concept was that I wanted to show two worlds coming together and becoming one. I wanted to keep it simple and use a professional looking, clear font and use orange as a dominant colour.

References:
Harper, D. (2025). Welcome. Origin and history of welcome. Available at: Welcome – Etymology, Origin & Meaning (accessed on 06.02.26)
Cambridge Dictionary (n.a.). Well. Meaning of well in english. Available at: WELL | English meaning – Cambridge Dictionary (accessed on 06.02.26)

CA3 – First steps: Concept and Visual Research

Amelie — Tue, 10 Feb 2026 17:30:37 +0000

Who the design is for:
Wellcome is a digital service that provides help to asylum seekers in Germany. Processes are long and complicated and all notifications and letters that are send by the government are written in administrtive German. Wellcome is a website that is accessed by users through a qr code that is printed on all official papers. The website will then translate the text into your native language, provide support and explain next steps.

Visual Research:
Before doing any specific visual research on the possible look of my digital artifact, I looked at some successful logo designs to get some inspiration. I wanted to work with warm colours to make users feel welcome and confident using the website. Warm colours usually convey happiness, passion and warmth (Iakovlev, 2025). Additionally, based on my competitor analysis, I was looking at different sans fonts.

I also did some visual research on the main competitors „Arrive“ and „Integreat“:

My visual research helped me to get an idea of how the market currently looks like, what makes a logo successful and what was important for me to incorporate into my branding.

References:
Iakovlev, Y. (2025). Warm vs. Cool Colors in Graphic Design: How to Use Them Effectively. Available at: Warm vs. Cool Colors in Graphic Design: How to Use Them Effectively – Zeka Design. (Accessed: 10.01.2025)

CA3 – Brand Analysis : Ankommen

Amelie — Tue, 10 Feb 2026 17:28:50 +0000

Ankommen is a free app developed by Bundesamt für Migration und Flüchtlinge (BAMF), designed especially for refugees and newcomers arriving in Germany.  It provides essential information about asylum procedures, access to work and training, living in Germany and it includes a free self-learning German language course to help users start learning the language.
There is also a website which accompanies the app and gives similar information. The front page is used to advertise the app and introduce the concept.

The colours which are used in their logo, favicon and app-icon can be found throughout all pages of the website and app. They use each colour to represent one topic. For example the topic „Living in Germany“ is turquoise, „Asylum, Apprenticeship, Job“ is yellow and so on. Through this method they are keeping a structure which is understandable for everyone. Furthermore, the logo is more recognizable as the same colours are used repeatedly and the logo acts as both favicon and app-icon as well.

„Asylum, Apprenticeship, Job“

The main logo

„Living in Germany“

They are using a simple and easy to read font type, it could be „source sans pro“ (suggested by ChatGPT). The accessible and clean font type suits the purpose of the app as a governmental service.

Like many apps or services developed by a government body, „Ankommen“ does not have the most outstanding design and branding strategies from my point of view. On the one hand both the website and the app are not really interactive, fun to use or look at. But on the other hand, they keep it simple and structured which is the most important when creating a service which is mostly used by people who are struggling to understand the language. This is despite the fact that the articles are extremely long in my opinion, which counteracts the accessibility of the simple design choices.
Through this short analysis I learned how you can use colours to create structure and that easy to read sans fonts suits a website provided by a government body.

References:
Arrival (n.a.). Arrival. A guide for your first weeks in Germany. Available at: https://ankommenapp.de/APP/EN/Startseite/startseite-node.html (accessed 10.02.26)