Starting with a presentation about a renowned design agency (in my case HLZ), each participant of the “DeReconstruct” seminar began to get a little closer to the fundamental topic of corporate design. The next step was to select a project from this agency and tediously break it down into its individual elements. The next step was to create new compositions from the resulting collection of elements. The final task was then to create a new identity from the experiments, with everything that goes with it.
→ click here to see the actual corporate design of HLZ, on which my design is based.
After a great deal of experimenting and randomness, the exact opposite is now to follow: A well thought-out redesign process. The first task was to select an experiment that could be imagined as a key visual for the new corporate identity. The design I decided on was the 3D realization of the words "Kunst und Kultur" (art and culture), which I thought was the essential part of the name. The seemingly infinite dimension of this reflects the size of the museum's collection.
Before/After
Motion Design Drafts
Documentation
The final product of the course was a "work report," documenting the project. To reflect the basic art and culture theme, I organized the chapters chronologically by art epochs.
The documentation is called Renaissance. The second chapter presents the status quo, which is why I have assigned it the epoch of Realism. In the "Art Nouveau" chapter, you will find contemporary advertising materials to accompany the picture. The "Expressionism" block presents my experiments and finally the "Postmodernism" block shows the final rebranding. The division into different formats underlines the clear subdivision and creates an additional eye-catcher.
