The new corporate design for the friends of the “Haus der Kunst” in Munich is based on a simple typographical principle with the generous use of color contrasts combined with the vigorous Antiqua font. Clear content is communicated with equally clear means and a minimum of visual effects. The statement “I want friends” (“Ich will Freunde”) appears when the flyers are placed next to each other recto verso. Succinct typography, colors and photographs stand in a close visual relationship under the category “Views” (“Blicke”) in the annual brochure. Furthermore, each double page is designed as a separate entity.