new haus der kunst identity by base design

conceptual rendering of the haus der kunst with the brand identity created by base design


international graphic design and creative agency base design has been selected by the haus der kunst
('house of art') in munich, germany to create the museum's new brand identity, with a design conceptualized
around the image of an elastic band. the project will be headquartered in base's brussels studio.

in the new system, the spacing of the letters shifts, in a visual representation of the qualities of 'flexibility,
resilience, and adaptability.' print and ad media will feature various modifications on the irregular spacing,
for both the logo and exhibition titles; a website redesign mirrors the concept; and the name of the museum
will scroll along the top of the building in a similar fashion.

the concept hinges on three primary ideas:
- 'it portrays haus der dunst as a 'curiosity sherpa' that will guide an eclectic audience through a whole variety of cultural fields'

- 'a tagline, “stretch your view”, will serve as an invitation to discover, as well as an expression of the philosophy and curatorial
   process championed by haus der kunst'

- 'it suggests the concept of a ‘container’ that aims at grouping all sorts of artefacts and cultural manifestations together
   and triggering interactions'



visual identity concept for bus shelter



example exhibition poster using the brand spacing concept


via creative review