HKW – Haus der Kulturen der Welt
Pitch design (unpublished)

In 2022, we were invited to pitch for the new visual identity of the HKW (Haus der Kulturen der Welt). As a studio with a keen interest in socio-cultural issues and the intersection of art and science, we took a very deep dive into the institution's content and visual reorientation. Our design made it to the final round and ultimately took third place. The goal: A safe space and a home for social examination and debate that dares to also give chance and happenstance a place on stage. The message: Welcome to a place for experimenting with new ways of seeing and experiencing the world, a laboratory that is interested in all people.

The central element of our concept was a flexible, modular design system that makes openness, connection, and cultural diversity visible. The logo combines the letters h, k, and W into an abstract, organic form that radiates both warmth and complexity. By deliberately breaking with Eurocentric viewing habits, it visually opens up to the typographic and formal traditions of different cultures. 

We also developed a visual toolbox with typography, color schemes, graphic elements, and imagery. It is designed to remain expandable and support a wide range of applications, from print to digital. Central components are the so-called “connectors,” graphic modules that symbolize encounter and plurality and function as a connecting motif within the system.

The visual concept is complemented by a strategic communication idea that makes the HKW's social openness tangible in the urban space. To draw attention to the reorientation, an image campaign in the new design was to convey the core messages to the people. Using the project „Echoes of the Brüderländer“ as an example, we showed how flyers, outdoor posters, an identification on the outside of the building, the entrance area to the exhibitions and a possible landing page could jointly mark a project. Additionally we created „Two weeks, two cultures“ – a recurring, participatory event that combines cultural forms of expression such as music and food to anchor the HKW as an inviting, accessible place of exchange in everyday city life.

Additional credits: 

Collage ‚Cat and Space‘: @mrmattmccarthy 

Collage ‚Cactus and arms‘: @vintageart_originals 

Collage ‚Twins‘ @laurathiessenart
Font: GT Flexa @grillitype made by @moire.grafik