Peter Schmidt Group

Haus der Bayerischen Geschichte

Tradition in a modern setting.

One of Bavaria's most venerable cultural institutions gets a new look.

With the construction of a new museum building, the Haus der Bayerischen Geschichte (House of Bavarian History) has expanded its offerings – a change that is also reflected in a completely revamped corporate design. It uses a limited number of elements to combine tradition and modernity in a way that commands attention: historical pictorial motifs imbued with bold colors, and a modern typeface with Gothic elements derived from the Bavarian constitution of 1919.

The new appearance is extremely flexible and contributes to a clear and unmistakable umbrella brand identity. The brand’s diverse offerings, media and publications are given considerable creative leeway for their communication measures, but at the same time can always be clearly recognized as belonging to the Haus der Bayerischen Geschichte.

Awarded with:

iF Design Award 2019, Corporate Identity
Corporate Design Preis 2018 – Award
German Brand Award 2018, Excellence in Branding (Culture) – Gold
German Brand Award 2018, Excellence in Brand Strategy – Winner
German Brand Award 2018, Corporate Brand of the Year – Special Mention

Haus der Bayerischen Geschichte

For more than 30 years, the Haus der Bayerischen Geschichte (House of Bavarian History) has been organizing state exhibitions that have consistently represented cultural highlights for the Land of Bavaria. The cultural institution also disseminates its own series of publications under the "Edition Bayern" imprint, and presents additional special exhibitions under the "Bayernausstellung" format.

From spring 2019, a new museum building in Regensburg will give the cultural institution a permanent home, while the "Bavariathek" library will serve as a media education training center and digital extension of the new museum.

The new logo

The new logo is both a wordmark and a pictogram, and makes use of a shape that is second to none as a symbol for Bavaria itself: a diamond. But this diamond is not just any old rhombus. It’s the particular shape that appears in the Gothic letter B on the Constitution of 1919 – the first democratic constitution adopted by the Free State of Bavaria. We use it in combination with a decidedly modern, sans serif typeface.

The new umbrella brand structure

The Haus der Bayerischen Geschichte is more than just a museum. The logo will be used on a wide variety of media and identifies the brands many diverse offerings, from state exhibitions to print publications to the “Bavariathek” digital library. A clearly organized umbrella brand architecture with easy-to-understand color-coding ensures clarity and provides orientation.

"The new logo makes the Haus der Bayerischen Geschichte more easily recognizable across various different media and disciplines. The striking use of Gothic letters also achieves high impact in a wide variety of media".

Ulrich Aldinger,
Creative Director, Peter Schmidt Group
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