HfBK Dresden corporate design
The corporate design of the Hochschule für Bildende Künste Dresden (HfBK, University of Arts Dresden) was designed by Roger Lehner and Arne Winter. It is based on a custom version of Futter Grotesk by David Raphael Lüthi, Upset.
The new visual identity of the art school aims to strengthen the institution’s recognition and visibility while maintaining the openness needed to represent its diverse perspectives and positions. The design must be easy to apply in daily use and convey a professional, institution-appropriate appearance.
To achieve this, the identity is based on a few clear, flexible rules that are simple to implement yet allow for creative freedom. The result is a cohesive design framework under which the university’s various roles and actors can come together.
The system is built from modular elements. The only mandatory component is the combination of the three freely arranged logo elements with the wordmark. Other components, such as the grid, are optional. Each element is designed to simplify everyday communication tasks without limiting creative expression when desired.
