The new logo of the Hilti Art Foundation marks a new beginning in terms of both design and content. The minimalist word mark appears clear, calm, and confident in the new typography. It is complemented by the concise acronym HAF. The A in Art connects the H in the family name Hilti with the F in Foundation, forming a typographical bridge—a subtle metaphor for art as a mediating, dynamic, and identity-forming force.

At the heart of the visual reorientation is a specially developed corporate typeface. Together with type designer René Bieder, “HAF Rational” was created—a typeface that combines the clarity of classical modernism with contemporary precision. Clear lines, balanced proportions, and a subtle typographic interplay form a harmonious typeface that combines functionality with character. HAF Rational is more than just a design element—it is an expression of an attitude: clear, focused, and engaging.

A museum building of this size needs more than just orientation—it needs a signage system that blends naturally into the architectural and curatorial context. Based on the new corporate typeface, we have developed a visual language that extends from the exterior to the transitions between the exhibition levels. The result is a system that guides visitors without imposing itself – discreet, precise, and harmoniously integrated into the overall effect of the building.