AEG Corporate Identity vs Bauhaus
AEGの企業アイデンティティ / バウハウス
AEG Corporate Identity comes from Modern Design Movements and Bauhaus from Functionalism. They are reached for with some of the same intent, which is where they get confused.
AEG Corporate Identity
Products, factory and printed matter all handed to one architect, so that a company looked as though a single hand had made it. The lettering, objects and buildings Behrens drew for AEG from 1907 became the prototype of corporate design.
Bauhaus
Makes function and play coexist through the circle, triangle and square.
| AEG Corporate Identity | Bauhaus | |
|---|---|---|
| Era | 1907-1914 | 1919–1933 |
| Family | Modern Design Movements | Functionalism |
| Kind | Style | Style |
| Cues | Company lettering drawn from geometry / Products built as one family of forms / A gabled front of steel and glass with the ornament taken off / One hand visible from kettle to catalogue | Elementary shapes / Primary colors / Functional beauty / Visible structure |
| Best used for | Aligning products, printed matter and buildings under one corporate standard · Putting the design criteria for mass production into words a company can share | Giving an idea a clear, legible form · Bringing intelligence and warmth to education and culture |
| Type | One typeface fixed as a standard, sizes and margins given as numbers | Geometric sans-serif |
| Composition | Products and advertising built on one grid and one dimensional system | Treat shapes and letters as the same building blocks |
| Material | Standard industrial materials, with quality carried by the finish | Red, blue and yellow held together by black and off-white |
| Caution | Reading standardization as sameness, making everything one shape and skipping the argument about quality, which lands in dull mass production. | Scattered shapes read as childish. Give every element a job. |