Corporate identity – HFG Ulm Museum

A society shaped by design
The HFG Ulm was founded in 1955 by Inge Scholl, Otl Aicher and Max Bill thanks to contributions from the United States, and operated until 1968.
During these 18 years, the school occupied a fundamental place in the creation of design as a discipline and science, conceiving not only iconic products, but also a true methodology.
The great willpower and conviction of the founders, and later passed on to the students, meant that the school was built and could be fully utilized after only a few years. It is very important to understand the passion and dedication with which this school was born and grew, in a historical moment where worries and uncertainties were omnipresent.
The school re-proposed the reconciliation of form and product of the Bauhaus, involving the corporate image to a greater extent, that is, coordinating the design of the product with the image of the company, without ignoring the study of the brand.
The school building, which stands on Kuhberg Hill, is still in use today. It is the headquarter of researchers, companies and workshops, but above all it encloses the museum and the archive concerning the history of the school, which aims at remembering this fundamental institution for design history.

The new identity of the museum is based on the history and the social aspect of the school, but above all on the impact that it had on the society of the time. It is also significant to underline how even the idea of a design school in Germany during that period was revolutionary, and no less significant are the founding ideas that led the founders to believe so much in creating an institution that would later become an international center for design.