bauhaus dessau brand manual
welcome The Bauhaus Dessau Foundation is an artistic-scientific Foundation with the mission of preserving and passing on the ideas and themes of the Bauhaus. The Foundation’s work is historically reflexive and simultaneously investigates the present-day relevance and contemporary potentials that may be derived from the Bauhaus legacy for the twenty-first century. The years which the Bauhaus spent in Dessau (1925– 1932) are regarded as the heyday of the school founded in Weimar in 1919. The current heritage, which yields the spectrum of the Foundation’s work, is accordingly extensive.
1
brand universe 1.1 vision and mission 1.2 inspiration and concepts 1.3 brand essence 1.4 communication pillars
2
brand identity elements 2.1 primary logo 2.2 secondary logos 2.3 color palettes 2.4 typography 2.5 unacceptable uses 2.6 image library
3
selected identity applications 3.1 business card 3.2 letterhead 3.3 envelope 3.4 environmental signage 3.5 vehicle 3.6 ephemora 3.7 digital media
4
contact information 4.1 questions 4.2 design inquiries 4.3 legal information
brand universe 1.0
bauhaus dessau brand manual
The essence of the Bauhaus Dessau’s brand is how the world sees, talks about, and experiences the Bauhaus Dessau. Our public image is the sum of all impressions made in the media, advertising, wayfinding, stationery, web, social media, video, animation, and all other communications. A strong identity captures the essence of an organization’s purpose. A well-branded institution projects a unified character that effectively reinforces its various activities. Use this guide to inform what we do and say, express how we look and speak, and, most importantly, remember why we do it.
1.1 vision and mission One of the Foundation’s main responsibilities is to communicate the ideas and themes of the Bauhaus. Since its founding as a school the Bauhaus has been a place of radical new beginnings, with traditional knowledge being replaced by an integral and experimental approach which moves between art, technology and the natural sciences and incorporates sensory experiences. The Bauhaus Dessau strives to educate, inspire, and serve its community.
brand universe
1.2 inspiration and concepts The Bauhaus Dessau spirit is expressed by its extensive timeline of past art, architecture, and their influence. The years which the Bauhaus spent in Dessau (1925–1932) are regarded as the heyday of the school founded in Weimar in 1919. The current heritage, which yields the spectrum of the Foundation’s work, is accordingly extensive. The museum at Bauhaus Dessau aims to bring its audience to further knowledge and creativity.
bauhaus dessau brand manual
1.3 brand essence The Bauhaus Dessau is aimed at fostering an atmosphere for learning and inspiring their audience. The brand essence is to create a memorable experience as well as showcase the timeline of the Bauhaus and its emphasis in Dessau, Germany. The Bauhaus in Dessau was a time period of education, art and architecture.
brand universe
1.4 communication pillars The first step in the creative process was to open our eyes to what was around us - the people, places, images, monuments, colors, sensations... this wealth of inspiration became the focal point of a photographic immersion exercise, deepening our knowledge of the Bauhaus Dessau’s visual highlights.
minimal legacy educational radical inspiring pioneering
brand identity elements 2.0
bauhaus dessau brand manual
A brand is more than just a logo. And a logo is more than just a mark or symbol. A logo must work with other design elements to seamlessly adapt across colors, dimensions, and uses. This is called a logo identity system. The Bauhaus Dessau has created a logo system that is flexible enough to be broken apart or used in totality, depending on the design need.
2.1 primary logo Our primary logo must have space to breathe, with rules concerning spacing and margins. It should not be cramped or overshadowed by other visual distractions. The Bauhaus Dessau logo may be resized as necessay. However, it should follow these minimum size requirements to ensure that it is still readable, even when scaled to smaller directions.
logo signature
bauhaus dessau
logotype
bauhaus dessau
logo may be resized, leave a 1/2 inch space around the logo.
brand identity elements
2.2 secondary logos Our secondary logo must have space to breathe, with rules concerning spacing and margins. It should not be cramped or overshadowed by other visual distractions. The Bauhaus Dessau logo may be resized as necessay. However, it should follow these minimum size requirements to ensure that it is still readable, even when scaled to smaller directions.
bauhaus dessau brand manual
brand identity elements
2.3 color palettes The primary color palette is our resting place. It is designed to be used in situations where the brand palette is not being used. For instance, use these colors sparingly only on white, black, or non-duotoned photography.
PMS: 13 - 14 U HEX: #6d6351 RGB: 109 99 81 CMYK: 50 51 66 24
PMS: 45 - 6 C HEX: #dc6243 RGB: 220 98 67 CMYK: 0 75 76 0
PMS: 16 - 9 U HEX: #e4d5b8 RGB: 228 213 184 CMYK: 0 6 16 10
bauhaus dessau brand manual
dessau
2.4 typography One standardized font has been selected for the Bauhaus Dessau. They are to be used in all printed and online communications. Each of the typefaces was selected for its visual compatibility with the museum and for its ability to convey a personality that is consistent with our brand story. Only use the weight and style shown on this page.
futura medium
brand identity elements
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
bauhaus dessau brand manual
2.5 unacceptable uses The consistent and correct application of the Bauhaus Dessau signature is essential. Always follow the standards presented in these guidelines. The examples on this page illustrate some of the unacceptable uses of the restaurant signature.
Never substitute type in the logo. Never alter the colors in the logo.
Never put other words or phrases inside the logo. Never tilt the logo.
Never distort the shape of the logo. Never alter the proportions of the logo in any way.
Never add elements inside or over the logo. Never rearrange the elements of the logo, unless there is a special usage and approved by Holland Keller.
Never reverse the brandmark to white, unless it appears over a colored or grayscale image for special uses such as an advertisement or automobile wrap.
brand identity elements
bauhaus dessau
the bauhaus dessau
bauhaus dessau
the bauhaus dessau
the bauhaus dessau
the bauhaus dessau the bauhaus dessau
bauhaus dessau brand manual
brand identity elements
2.6 image library A carefully managed approach to selecting photography and/or illustration will distinguish the Bauhaus Dessau’s brand and create a lasting impression. The general photographic categories for image selection, environments, and people. Using images from these categories can help support brand story. It is important to select imagery that is dynamic, celebratory, and emotionally engaging.
selected identity applications 3.0
bauhaus dessau brand manual
Gropiusallee 38 06846 Dessau-Roßlau Germany +49 340 6508 250 www.bauhaus-dessau.de
bauhaus dessau
The business stationery is used for branded communications. The following specifications are to be used with the primary signature, colors, and fonts.
selected identity applications
3.1 business card The front of the business card contains the museum signature overlaying the signature photo. All contact information and website are located on the back. Colors used full-color CMYK. The color used on the back is full-color CYMYK. Stock used is Potlatch McCoy Silk Cover, 100#. Satin aqueous coating should always be used on both sides to ensure maximum quality and protection from scratching.
bauhaus dessau brand manual
3.2 letterhead The letterhead contains the signature and contact information. Colors used on the front of letterhead are full-color CMYK. Stock used is Mohawk Navajo Writing, 28 lb. Brilliant White.
selected identity applications
3.3 envelope The #10 two-colored square flap envelope contains the museum signature and contact information. Colors used on the parent sheet of this converted envelope are full-color CMYK. Stock used is Mohawk Navajo Writing, 28 lb. Brilliant White.
bauhaus dessau brand manual
3.4 environmental signage Signage helps people identify, navigate, and understand environments. All interior directional signage will utlize the museum signature and supporting photographic imagery. Exterior directional signage will utilize the museum’s primary signature and supporting photographic imagery. All outdoor advertisement banners will utilize the museum’s primary signature and supporting photographic imagery.
selected identity applications
3.5 vehicle All vehicle wraps will utilize the museum’s primary signature and supporting photographic/illustrative imagery.
bauhaus dessau brand manual
matches
3.6 ephemera Ephemera helps people identify and experience the museum. All print ephemera will utilize the Bauhaus Dessau’s signature and supporting photographic/illustrative imagery.
pins
exhibit brochure
tote bag
selected identity applications
website homepage
Instagram profile social media icons
3.6 digital media Digital media will be accessed through a website, Facebook and Instagram as a driving force of advertising and sharing our brand story. We will encourage people to engage us with photos of themselves in our space and with our exceptional exhibits. Special events can also be promoted here.
contact information 4.0
bauhaus dessau brand manual
4.1 questions Dr. Regina Bittner Director and CEO bittner@bauhaus-dessau.de
4.2 design inquiries Holland Keller Designer 610 999 4347 hello@hollandkeller.com
4.3 legal information bauhaus-dessau.de/en/general/privacy-policy bauhaus-dessau.de/en/press
contact information