Hfg Design Museum Ulm– Corporate Identity
‘‘Form is what we entcounter
in the space’’ — Max Bill
in the space’’ — Max Bill
Photo: HfG-Archiv Ulm, https://hfg-archiv.museumulm.de/en/startseite/
The Hochschule fur Gestaltung was one of the most progressive institutions for design in the 1950s and 1960s. Despite the fact that almost 60 years have passed since its closure, this institution continues to represent an icon for new generations in the world of design. The building itself reflects the teaching method that was applied within it;
a combination of work and life.
«The HfG is not just a school where you are educated in a special subject; the HfG is more like a community whose members share the same intentions»
Tomás Maldonado, «Inaugural speech of the Rector of the HfG,» October 5, 1964)
It was with these words that Tomás Maldonado described this school in his inaugural speech in 1953. The common intentions of this university were to design together and for society.
After the territorial and social devastation of the war, Germany needed a new starting point on which to rebuild its culture.
The atmosphere and the university space were full of inspiration and within it the students had the opportunity to develop a personal perception of reality.
Together with the support of the Ulm method, the students were able to translate and organize the outside stimuli of reality in the products and projects they created.
These concept of perception and form referred to a theory which was highly applied and studied within the hfg. The name of the theory was Gestalt Theory.
The term « Gestalt » is translated as form, figure and structure. Its principles/laws describe how humans group similar elements. Each element is not consived indipendently but the union of all his components, re, and understood as the totality they form. This analysis was the starting point for the project and it is reflected in every element of it.
Together with the support of the Ulm method, the students were able to translate and organize the outside stimuli of reality in the products and projects they created.
These concept of perception and form referred to a theory which was highly applied and studied within the hfg. The name of the theory was Gestalt Theory.
The term « Gestalt » is translated as form, figure and structure. Its principles/laws describe how humans group similar elements. Each element is not consived indipendently but the union of all his components, re, and understood as the totality they form. This analysis was the starting point for the project and it is reflected in every element of it.
Design and development of the Trade Mark
Final Trade mark proposal
Final proposal Tagline
Creation and study of conceptual images
The theory is also taken up in the treatment of images.
For their realization, models of the most iconic Hfg objects have been recreated. Among these are the Tc 100, the Ulm stool and the Modular Toys. Their appearance, however, is not revealed by their physical presence but through the shadows obtained at different times of the day. It is thus possible to aquire a representation of these objects from all sides. It seams as if we were moving around them to analyze each of their parts. There is no presence of them but at the same time there is.
For their realization, models of the most iconic Hfg objects have been recreated. Among these are the Tc 100, the Ulm stool and the Modular Toys. Their appearance, however, is not revealed by their physical presence but through the shadows obtained at different times of the day. It is thus possible to aquire a representation of these objects from all sides. It seams as if we were moving around them to analyze each of their parts. There is no presence of them but at the same time there is.
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Prototype application for the website of the Hfg Design Museum Ulm
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