The Hochschule für Gestaltung, short HfG, is being considered the most important and impactful school for modern design. Being only active for fifteen years, the here developed design-principles and its rational approach shape our design to this day.

Located in the original school building, the hfg archive Ulm breathes new life into the legacy of the renown school. Both an archive and a museum, the institution makes the heritage and the works of the HfG accessible to the public and educates about their impact to our world.

The task was to give the HfG archive a new visual identity, visualizing the HfGs importance and reaching a broader and younger audience. Characteristic for the HfGs work is its scientific methods and its systematic way of thinking. Every problem, object or task was deconstructed in its components. The new identity takes up on this approach, visible in the new tagline “deconstruct design” and the created, modular typeface. 

The letters are based on grids, which can also be found in the other applications of the identity, poster, flyer and social media.