From Logo to Identity: Visual Design History at HfG Archive Ulm
Date and Time
Location
Price
About this Event
Mood
Venue Type
From Logo to Identity: How Germany Found Its Visual Face
The HfG Archive Ulm is dedicating the exhibition "From Logo to Identity: Visual Presentations of the Federal Republic" for the first time comprehensively to the brand appearances of West German companies and institutions after 1945. From October 23, 2026, to March 29, 2027, it will be visible how defining visual identities of the Federal Republic emerged from individual signs, fonts, and colors.
Graphic Design between Post-War Modernism and Social Change
The exhibition leads into the history of German graphic design and places the development of visual communication in an art historical and social context. Historical designs by Peter Behrens for AEG from 1907 to 1914 refer to early foundations of modern corporate design. After 1945, the individual logo increasingly transformed into a comprehensive system of typography, color worlds, imagery, and design concepts.
Otl Aicher, Anton Stankowski, and the Power of the Visual System
A central role is played by the development group E5 of the Ulm School of Design. Under the leadership of Otl Aicher, they conceived the first systematic corporate identity of Lufthansa AG in 1961 and 1962. The crane in the circle exemplifies a design that combines precision, recognizability, and functional clarity.
Other works are by Anton Stankowski, who developed the logo of Deutsche Bank, and Celestino Piatti, whose book covers for the German Taschenbuch Verlag sustainably shaped the visual culture of the Federal Republic. The examination of the works offers insights into the principles of the Ulm School of Design and the development of corporate identity.
Posters, Logos, and Manuals as Visual Testimonies
Displayed are posters, logos, printed materials, design guidelines, manuals, and other original materials. The exhibition not only shows individual graphic designs but also makes the underlying visual systems tangible. Shapes, grids, signs, and typographic orders enter into a precisely curated relationship, creating a concentrated exhibition atmosphere.
Especially in the direct encounter with the materials, it becomes clear how strongly design shapes everyday life. The aesthetic experience ranges from clearly set type to the confident reduction of a logo. Visitors discover familiar signs anew and realize how closely design history, economy, politics, and cultural identity are interconnected.
First Time in Germany
The exhibition was created as a cooperative project of the A5 Collection by Katharina Sussek and Jens Müller from Düsseldorf with the DNP Foundation for Cultural Promotion in Tokyo. Under the title "Identity Systems Germany," the presentation was already exhibited in Kyoto and Tokyo in 2024 and 2025. In Ulm, it is now experiencing its premiere in Germany.
The HfG Archive connects museum, archive, and cultural education. The exhibition invites visitors to read the history of visual presentations not only as design history but as a mirror of German modernity.
Conclusion: An Artistic Experience for Design Enthusiasts
"From Logo to Identity" opens a fascinating examination of signs, order, and social self-images. Art enthusiasts, design lovers, and anyone interested in the impact of brands in public space can experience a concentrated journey through German graphic history at the HfG Archive Ulm. The exhibition visit enriches cultural education and sharpens the perception of the visual systems of everyday life.
Official Channels of HfG Archive Ulm:
- Instagram: https://www.instagram.com/hfg.archiv.ulm/
- Facebook: no official profile found
- YouTube: no official profile found
- Website: https://hfg-archiv.museumulm.de/
