The visual brand re-development of Künstlerhaus Mousonturm Frankfurt. A playhouse boasting and supporting international and local independent artists and collectives in the fields of dance, theater, performance, music and the visual arts. The re-development was to co-inside with the already existing logo designed by German Design Studio Pleasant Net.
The Mousonturm, ‘-turm’ meaning tower, originally build as a soap factory during the expressionist era, is a heritage protected building and an important part of Frankfurt's urban landscape.
The main objectives for this project were to create more flexibility within the brand to allow for visual growth; improve the visual communication of information; assist in Art Direction; establish more public interest; and take away the communities fear of going to the theater and enjoying the performing arts. Mousonturm is a meeting place for everybody.
1 Every format that the brand is applied to is a stage.
2. The stage is occupied by different elements.
3. The elements within the stage (format) symbolise the Mousonturm Community. This community is made up of the people of Frankfurt, performers, creatives and Mousonturm staff.
4. A lot of what happens on stage (within the format) involves interaction.
5. This interaction influences the form/shape of the elements involved. The elements always change and adapt according to this interaction.
Tiempos Light Headline, designed by Kris Sowersby of Klim Type Foundry is a newsprint typeface specifically designed for high volume copy and performs extremely well in small and large print size. The typefaces slightly compressed appearance appealed to us the most within the selection process. Standing tall and proud. A clear visual reference to the grand Mousonturm building/tower.
Univers Extended was chosen as the Corporate Headline Typeface. The strong bold visual contrast with Tiempos Headline, when combined, for us emitted graphically something modern and progressive.
Mousonturm has to communicate several levels of information, within multiple platforms e.g. Web, print. Therefore the hierarchal representation of information, i.e. correct type selection, organising of information and the visually implementation of these elements was paramount.
To help support the hierarchy of information within different platforms and media, multiple type sizes in correspondence to various grids where set. Grid selection is determined in accordance to the platform or media.
● Additional type sizes can be used as long as the type size and line height works propositionally in multiples of 3,5mm
● The baseline grid also influences the gutter widths and margins, which can also be adjusted in multiples of 3,5mm
● Reserved for applications where small type is required eg. Performance tickets, advertisements.
● Additional type sizes can be used as long as the type size and line height works propositionally in multiples of 4mm
● The baseline grid also influences the gutter widths and margins, which can also be adjusted in multiples of 4mm
● Reserved for text heavy print articles e.g. Flyers, Posters, brochures, booklets.)
● Additional type sizes can be used as long as the type size and line height works propositionally in multiples of 4,5mm
● The baseline grid also influences the gutter widths and margins, which can also be adjusted in multiples of 4,5mm
● Reserved for print articles z.B. Flyers, Posters, Stationery Collateral, Magazines and special publications.
Through visual art direction the goal was to graphical support and communicate the philosophy and values of Mousonturm. This being to take away the publics fear of attending performances; that Mousonturm is a place for everyone; making Mousonturm more inviting; broadening the audience and visually communicating the various selection of acts/performances that Mousonturm brings to Frankfurt and its community.
Hort’s involvement within this process was also seen as a great opportunity to introduce a more colorful, playful, human and in turn, friendlier layer to the brand.
The visual evolution of the brand can be viewed throughout our website, Hort website, Hort Facebook, Mousonturm website
(Program November 2012 cover. Artwork: Sera Yong.)
(A Critical Mass festival program. To view full project click here.)
(Program September 2012 cover. Artwork: Lars Rosenbohm.)
(Program March 2013 cover. Artwork: Sera Yong.)
(Program December 2012 back cover. Artwork: Tim and Tim.)
(Program April 2013 cover. Artwork: Christelle Ménage.)
(Program January 2013 cover. Artwork: Serafine Frey.)
(Program June/July 2013. Artwork: Nadine Eleni Kolodziey.)
(Example of basic flyer template. To view full project click here.)
(Example of performance poster. To view full project click here.)