The Klassik Stiftung Weimar, one of the largest and most important cultural foundations in Germany, comprises more than 26 museums, castles, historic houses, and parks. Every year, more than 700,000 people visit this unique ensemble of cultural monuments some of which are UNESCO World Heritage Sites.

Heine/Lenz/Zizka relaunched the corporate design of the Klassik Stiftung Weimar and developed an umbrella brand architecture that takes the diversity of the foundation into account.

The modular logo: cornerstone of a new brand architecture

All the museums, properties and parks of the Klassik Stiftung Weimar are housed under the new umbrella brand. Each institution will receive its own trademark, which can stand alone but clearly communicates its affiliation with the Foundation. The dual sound of the typeface, in which an antiqua typeface identifies the foundation and a grotesque typeface stands for its individual institutions, symbolizes the tension between classicism and modernity that characterizes the diversity of the foundation.

A framework of possibilities

The corporate design of the Klassik Stiftung Weimar is based on a combination of constants and variables. As a basic visual bracket, we use a frame that conveys continuity while remaining flexible.

The creative mobility continues in the colour space. A warm silver tone refines all the media with which the Klassik Stiftung Weimar communicates as organisation. The individual institutions, on the other hand, are free in their choice of colour. By creating contrasts and moods, the complementary, free colour space ensures that the foundation's appearance remains as varied as it is itself.

The flexibility of the individual design elements enables the Klassik Stiftung to communicate effectively and poignant. With its numerous houses and programmatic focuses, it appeals to different interests and visitor groups and has to serve many media channels and formats. The variation of the corporate design allows the individual facilities to be perceived better and the diversity of the foundation is effectively communicated.

A campaign celebrates cultural history - and a new beginning

Walter Gropius founded the Bauhaus Academy in Weimar in 1919. The new Bauhaus Museum in Weimar opened in 2019 as part of the 100th anniversary of the Bauhaus. We designed the supra-regional opening campaign with a new look.

In the three luminous primary colours red, blue and yellow, the campaign signals the departure into modernity for which the Bauhaus stands. On the picture level, the means of communication are determined by stylistic products and protagonists of the university. Functional in its applicability - and thus following the design principles of the Bauhaus - the campaign established the Bauhaus Museum with a media presence that will have an effect far beyond its opening days.

At the same time, the Neues Museum Weimar opened the new permanent exhibition "Van de Velde, Nietzsche und die Moderne um 1900" (Van de Velde, Nietzsche and Modernism around 1900), which shows the pioneers of modernism. The means of communication conceived for this exhibition reflect the splendour of this stylistically diverse epoch.