In 2004 Reinhard Gasser was invited to take part in the annual competition for the corporate design of the organiser of the Kiel Week, the world’s largest sailing event. By dispensing with the usual visual clichés Kiel was declared the protagonist for the communicative scenario. The “i” from Kiel becomes a keel (the German for which is Kiel, just like the name of the town) and, with a part of the word, dips below the water line. All the strength of a ship is gathered in what is called the “keelson” (German “Kielschwein”). In the end a different poster concept by Professor Klaus Hesse was used.