Bauhaus
Type Specimen | Case Study
Bauhaus is a 48-page type specimen which explores the nuances, history, and characteristics of ITC Bauhaus Std.
Visual Concept
The original Bauhaus typeface was created by Herbert Bayer in 1925 WWI Germany. Bayer sought to create a "universal typeface" meant to embody the values of the Bauhaus school — minimalism, usability, and freedom from censorship. The funky geometric typeface shown here doesn't seem to reflect those principles at first glance and that's because in 1975 Bauhaus was redesigned for ITC by Edward Benguiat and Victor Caruso. The designers wanted to create a modernized take on Bayer's original design but were also inspired by their own cultural landscape in New York City.
My specimen design sought to reflect the rich background of a typeface designed over 50 years and half a world apart. From the original Bauhaus school I took away the necessity of white space and a strict grid as well as the bauhaus movement's emblematic primary color theme. Additionally, the bright contrasting shades and duo-toned linear pattern was inspired by 1970's design trends and of course the bright and lively New York.
Verbal Concept
"Bauhaus" meaning "build house" inspired me to take this specimen as an opportunity to build something of my own.
I started examining the nuances of the typeface's design and was able to draw out characteristics which gave some insight into Bauhaus' personality. For example, small ears denoted a bad listener, and open counters representing an open mind. From there Bauhaus the character was born. Taking these basic qualities, I played a popular improv game called "If this is true, what else is true?" and began building a universe based on one truth after. I took to my sketch book writing facts about Bauhaus. My favorites included "Bauhaus has a pet turtle, her name is Cynthia" and "Bauhaus can't play the guitar, he just owns one for aestetic".
The result was an eccentric and bold personality. which gave the typeface a personal feel by introducing the audience to a character they wanted to get to know better.