The modular logo: cornerstone of a new brand architecture
In order not to jeopardize the recognized value of the established logo, we did not simply opt to replace its typeface carelessly, but instead, developed it further in an innovative manner. The expandable typographic system that emerged in this way offers each institution an independent trademark that nevertheless continues to clearly communicate its affiliation with the foundation. We opted for a dual tone of Antiqua as the foundation's identifier and a Grotesk font for its individual facilities.