Corporate Identity of the Kunsthochschule Kassel

The visual identity of the Kunsthochschule Kassel was developed in 2012 by Tobias Hellwig (website) and Selina König.

Logo: The logo of the Kunsthochschule Kassel is a data file that has been precisely constructed. Alterations to the logo are not permitted. The ZIP-file with the logo contains different color variations (b/w) and file formats (eps/jpg) in CMYK and RGB color spaces.

Color assignment of the building: In order to provide a simple directional system for visitors to the Kunsthochschule and to make it easy to find the right part of the building, even in the dark, a color system has been developed for the buildings’ entrances. The colors are distributed or defined as follows: 

Typography: The house font for the Kunsthochschule is called Baksheesh. It was designed in 2005 by the typographer Stuart Brown. The angular basic form of the individual letters is reminiscent of Paul Friedrich Posenenske’s architecture for the Kunsthochschule. Its curves and curved corners, on the other hand, give the type face harmony and keep it from being too cold and angular. Baksheesh exists in three font weights (thin, regular, and bold), which is important for establishing hierarchies within texts.


(Typo-)graphic raster system: Based on the architecture of the main building, which is a distinguishing feature of the Kunsthochschule, a (typo-)graphic was developed. The raster system is oriented toward the nine metal bars that represent the group of buildings of the North Building, in which the cafeteria, the lecture hall, and the library are located.  


Business cards: Business cards are available for employees of the Kunsthochschule Kassel in a variety of designs. The material of the business cards consists of grey cardboard that is slightly reminiscent of the raw concrete of the architecture (Kunsthochschule). Our business cards–a selection:


Letterhead: The letterhead of the Kunsthochschule Kassel is characterized by different varieties of pattern composition and color intensity. The individual combinations can be found on the back of the letterhead. Due to the transparency of the selected papers, the pattern can be perceived from the front without distracting from the contents of the text written there.