From Logo to Identity

With the exhibition "From Logo to Identity: Visual Identities of the Federal Republic," the HfG Archive / Museum Ulm is focusing for the first time on the brand identities of German companies and institutions after 1945. In 1961–62, the "E5" development group at the Ulm School of Design, under the direction of Otl Aicher (1922–1991), designed the first systematic visual identity for Lufthansa AG, which will celebrate its 100th anniversary in 2026. Other examples come from designers such as Anton Stankowski (1906–1998), who, among other things, created the logo for Deutsche Bank AG.

The exhibition is being shown in Germany for the first time. In 2024–2025, it was on view in Kyoto and Tokyo, Japan, under the title "Identity Systems Germany," as a collaborative project between the A5 Collection (Katharina Sussek & Prof. Jens Müller), Düsseldorf, and the DNP Foundation for Cultural Promotion, Tokyo.