Haus Der Kunst’s stretchy new look

The Brussels office of Base Design has won a pitch to create the new identity for leading Munich art museum Haus Der Kunst. The studio has likened the new system to an elastic band

The Brussels office of Base Design has won a pitch to create the new identity for leading Munich art museum Haus Der Kunst. The studio has likened the new system to an elastic band

The core idea of the identity system is that the spacing of the letters will shift, as if the phrase Haus Der Kunst were being stretched like an elastic band. According to Base, the concept reflects the institutions key attributes of “flexibility, resilience and adaptability”. The irregularly-spaced, morphing wordmark will run along the top of the museum’s facade (mock-up shown above).

 

Shown above is how the mark might appear on advertising (above) and on the gallery’s newsletter (below).

According to Base, the constantly shifting appearance of the logo symbolises “Haus der Kunst’s flexible and adventurous programming”. It’s an ingenious idea that no doubt will stand or fall with the quality of its execution. We will report back once the system has begun to be implemented.

 

 

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