Germany’s foreign intelligence agency, the Bundesnachrichtendienst (BND), is embarking on a bold rebranding campaign aimed at attracting a new generation of talent. In a departure from its traditionally secretive image, the agency is adopting a more open approach, utilising contemporary branding strategies reminiscent of popular espionage narratives like James Bond to engage potential recruits.
With the introduction of a new logo, accompanied by an upbeat soundtrack and a nod to spy culture, the BND is determined to shed its past reputation of secrecy. The campaign, dubbed “From mystery to brand,” seeks to redefine the agency’s image while highlighting its mission to secure skilled workers amid a growing demographic challenge. “We have more retirees than we can find young people,” said Bruno Kahl, president of the BND, emphasizing the urgency behind this initiative.
A New Era of Openness
The BND’s transformation has been in the works for approximately 18 months. The agency is keen to compete effectively with other employers and security organisations for the talent it desperately needs. As Kahl points out, the nature of the job comes with significant challenges, including stringent security checks, a ban on mobile phones in the workplace, and restrictions on remote work. Moreover, the competitive salaries available in the private sector make recruitment particularly challenging.
As part of this effort, the BND has introduced a modern logo that reflects its commitment to a digital future. The new emblem features an eagle, representative of the agency’s autonomy, alongside the abbreviation “BND.” This logo marks a significant departure from the traditional federal eagle design, known colloquially as the “fat hen.” The modern design is intended to resonate with younger audiences, conveying both uniqueness and relevance.
Symbolism and Messaging
The new logo’s design is rich in symbolism, with its round shape suggesting a globe, indicative of the agency’s international scope and openness. Additionally, it is reminiscent of radio waves, highlighting the agency’s focus on information gathering, or a fingerprint, symbolising the element of secrecy inherent in its operations.
Kahl elaborated on the logo’s meaning: “On the one hand, it represents our state, and on the other, our engagement.” This is particularly pertinent as the BND aims to establish a rapport with the younger generation, which is reflected in their branding materials that incorporate vibrant colours and energetic music.
In a bid to connect with potential recruits, the BND has engaged in workshops and conducted market research to inform its new branding approach. The campaign, which has reportedly cost six figures, features the slogan “Get behind it” (Komm dahinter), aimed at piquing the curiosity of those interested in the inner workings of the agency.
Reaching Out to Diverse Talent
The BND is targeting individuals aged 15 to 35, offering opportunities for a wide range of educational backgrounds—from high school dropouts to university graduates. “You can learn to become a spy with us,” Kahl asserts, highlighting the variety of roles available within the agency, which encompasses over 450 different professions.
The campaign has received a mixed response from political figures. Konstantin von Notz, chairman of the Parliamentary Committee for Checks on the Secret Services, sees the rebranding as a crucial step in finding dedicated employees to uphold the values of democracy and rule of law in an increasingly complex world. Conversely, Roderich Kiesewetter, a member of the conservative CDU opposition, has criticized the initiative, arguing that it fails to convey the current threat landscape and the agency’s critical role within it.
Bold Campaign Slogans
The BND’s advertising strategy is unapologetically provocative, featuring slogans such as “Imagine YOU are wanted by the BND,” and “We are looking for terrorists (m/f/d) – Find them with us.” Kahl’s favorite campaign poster, which plays on popular clichés about the intelligence community, reads: “No shaking, no stirring. Just apply.” This bold approach aims to engage potential candidates while challenging existing perceptions of the agency.
In its quest for fresh talent, the BND is not just rebranding; it is redefining its relationship with the public, stepping into the light with a modern, appealing identity designed to attract the next generation of spies.
