When does the public tour start?

The public tour starts on Sunday, November 8, 2026, at 11:15 AM.

Where does the tour take place?

The tour takes place at HfG Archive Ulm, Am Hochsträß 8, 89081 Ulm, on the third floor.

What is the cost of participation?

Participation costs €3 plus the regular museum admission. The regular admission fee is €5, reduced €4; children up to 18 years have free admission.

What topics are covered in the tour?

The focus is on the visual representations of West German companies and institutions after 1945, including works by Otl Aicher, Anton Stankowski, and Celestino Piatti.

Is the HfG Archive accessible for people with disabilities?

The HfG Archive is designated as wheelchair accessible. Information regarding the specific accessibility of the tour will follow.

Are there parking options and public transport access?

At Am Hochsträß 8, a parking lot is available for the Hochschule für Gestaltung. The tram line 2 or bus line 4 to Kuhberg School Center and then bus line 8 to Oberer Kuhberg serve the area.

Discover the visual history of the Federal Republic at HfG Archive Ulm

Name: Public Tour in the Special Exhibition "From Logo to Identity: Visual Representations of the Federal Republic"
Start: 2026-11-08T11:15:00+01:00
End: 2026-11-08T23:59:00+01:00
Location: HfG-Archiv Ulm

From Logo to Identity: A public tour through the visual history of the Federal Republic

How does a symbol become a distinctive identity? The public tour at the HfG Archive Ulm unlocks the special exhibition "From Logo to Identity: Visual Representations of the Federal Republic" and shows how logos, fonts, colors, and design systems shaped the public image of West German companies and institutions after 1945.

Graphic Design between Post-War Modernity and Social Change

The exhibition comprehensively dedicates itself for the first time in Germany to the brand appearances of the Federal Republic. Historical designs by Peter Behrens for AEG from 1907 to 1914 refer to early foundations of modern corporate design. At the center is the development from individual trademarks to complex visual identities consisting of typography, color worlds, imagery, and design guidelines.

Otl Aicher, Anton Stankowski, and the Power of Visual Systems

A central reference point for the analysis is the development group E5 of the Hochschule für Gestaltung Ulm. Under the leadership of Otl Aicher, they conceived the first systematic corporate identity for Lufthansa AG in 1961 and 1962. The crane in a circle exemplifies a design that combines precision, recognizability, and functional clarity.

Further works come from Anton Stankowski, who developed the trademark of Deutsche Bank, among others, and Celestino Piatti, whose book covers for the German Taschenbuch Verlag profoundly influenced the visual culture of the Federal Republic. Posters, logos, printed materials, design guidelines, and manuals make the design decisions behind familiar symbols understandable.

Aesthetic Experience with Signs, Grids, and Order

The atmosphere of the exhibition arises from the interplay of graphic rigor and historical traces. Clear lines, precise grids, reduced color concepts, and typographic orders enter into a concentrated relationship. The tour sharpens the awareness of the visual grammar of everyday life and shows how design provides orientation, conveys values, and makes cultural identity visible.

Design History at the Original Site of HfG Ulm

The HfG Archive preserves the history of the Hochschule für Gestaltung Ulm and presents the special exhibition at the historical location. The project was created in cooperation with the A5 Collection from Düsseldorf and the DNP Foundation for Cultural Promotion in Tokyo. Under the title "Identity Systems Germany," the exhibition was already displayed in Kyoto and Tokyo in 2024 and 2025.

Conclusion: An Art Experience for Design Enthusiasts

The public tour combines art historical classification, design history, and cultural education. Visitors experience how logos became comprehensive identity systems and why the principles of HfG Ulm continue to resonate today. Anyone who wants to read familiar signs anew and directly experience the aesthetic power of clear design should definitely attend this tour at the HfG Archive Ulm live.