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Logo Corner

NEWS & INSIGHTS

Famous logos redesigned to mark Bauhaus centenary

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Germany’s Bauhaus art school, founded 100 years ago, introduced a bold, minimal and radical new approach to design which remains hugely influential. To mark its centenary, an international community of designers have reimagined a host of modern brand logos in this now iconic style.

Article written by Matt Ellis

The Bauhaus was established in the wake of World War One by Prussian architect Walter Gropius, and taught a wide range of disciplines, from pottery, printmaking and bookbinding to carpentry, typography and advertising.

Students were encouraged to look at the world in a new way, and its artists, architects and designers became known for reducing imagery to its bare-bone essentials, using a palette of primary colours, and experimenting with geometry and typography.

To celebrate the 100th anniversary of this revolutionary institution, creative platform 99designs asked its international community of designers – based in countries ranging from Argentina, Guatemala and the US to Russia, Latvia and the UK – to reimagine some of today’s best-known brand logos in this distinctive style.

Patrick Llewellyn, CEO of 99designs, said: “When the Bauhaus movement began, it was at a time when the world was on the brink of massive technological change.

“While many artists were worried that mainstream adoption of electricity and mass production would be the end of art as we knew it, the Bauhaus group were instead inspired by the change and progress they saw happening around them.

“It’s easy to draw parallels with people’s anxiety around things like automation and artificial intelligence today, but it’s inspiring to see how technology can bring together a global community of creative talent and demonstrate how the timeless principles of Bauhaus design still resonate today.”

What is Bauhaus?

The full history of Bauhaus design is as elaborate and colorful as the prevailing styles it unseated. To keep it short, here’s a quick, minimalist overview of the necessities, in true Bauhaus style.

The time was 1919. The world was abuzz with the latest new tech disruptor—electricity—and it was changing the way everyday people lived their lives. Thanks to electricity and the industrial revolution, mass production quickly became the new norm.

Artists were worried this new way of manufacturing was the end of art as we knew it, but a small community in Weimar, Germany, saw the situation from a different angle.

Walter Gropius founded the Bauhaus art school under the principle that form and function should work together, not separately. His school sought to merge the aesthetics of fine art with the practicality of modern industry—products that looked as good as they functioned. In the words of the founder himself:

“The artist is a heightened manifestation of the craftsman. Let us form… a new guild of craftsmen without the class divisions that set out to raise an arrogant barrier between craftsmen and artists! Let us together create the new building of the future which will be all in one: architecture and sculpture and painting.”

Another central concept in Bauhaus design is incorporating many different art forms “all in one,” chasing what they called “Gesamtkunstwerk,” or a “total work of art.” Bauhaus artists were encouraged to train in multiple disciplines and combine techniques whenever possible.

The political climate, at least momentarily, provided an open window: after World War I, the desperate and war-ravaged Germans supported the liberal-leaning and art-friendly Weimar Republic. The world of design was ripe for a new approach as well, as Bauhaus’s primary influence Art Nouveau made evident decades earlier.

The school only operated for 14 years until it was closed by the Nazi party, with the police forcibly closing its doors to its Berlin location on April 11, 1933. Threatened by all things liberal, the Third Reich had spun public opinion of the Bauhaus movement, calling them communists and their work “cosmopolitan rubbish.”

Still, in its short time it changed the entire world. Bauhaus design defined and advanced the modernist style that had begun in the late 1800s, and it laid a solid foundation for minimalism and styles that marry form to function. Even its educational style, which favored experimentation and trial-and-error, left a lasting mark.

Although Bauhaus is most readily linked with architecture, the truth is it had a monumental impact on all art, and commercial design in particular. The Bauhaus movement changed the way manufacturers thought about product design and aesthetics, while making huge advancements in graphic design, such as changing what’s “acceptable” usage for typography.

Bauhaus design seems almost cyclical—like it always comes back every few decades or so. Considering its influence, that’s not surprising. After all, even the modern logos below can learn a thing or two from Bauhaus’s pivotal movement.

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Xhilarate is a design and branding agency in Philadelphia that creates visual brand experiences that engage people, excite the senses and inspire our inner awesome. We are the arsenal of innovation. Xhilarate is a design consultancy dedicated to creating innovative brand and interactive experiences with an unyielding passion to create the extraordinary.

Judy Kavlin
Judy Kavlin
Kalvin Public Relations
Russ Napolitano
Russ Napolitano
Creator of Opportunities
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