In close collaboration with Haus der Kunst, we developed a new visual identity that reflects the museum’s interconnected programme and responds to the architecture, colours and materials of the building.
At its core is a typographic principle that merges exhibition titles and artists’ names into a single composition, mirroring how Haus der Kunst brings together artists, audiences and disciplines. The logo takes its form from the building’s curved columns. Its shape evokes both a forum and a bridge: a place of encounter, and a connection between people and ideas.
Beyond the rebranding, the identity was carried into the museum’s day-to-day communication. Over the year, every exhibition and campaign was developed within the system, from posters and banners on the façade to publications and digital media.
TUNE, the museum’s programme for music and sound, received its own identity. It is generated by an algorithmic process that turns sentences into sound and translates that sound back into visual form, reflecting the layered and discursive nature of the programme.
