At the Core of the Poodle: For five months, Munich was immersed in the euphoria of Goethe’s most famous tragedy. Initiated by Kunsthalle München and the municipal Gasteig Cultural and Educational Centre, more than 200 partners and institutions joined forces to create the largest cultural festival the city had ever seen.
With over 700 events across genres and 250,000 visitors, the Faust Festival turned the entire city into a stage — from major art institutions to small independent venues. The task was to find a visual language that could unite this diversity while allowing each partner to remain visible within the collective identity.
With its open, flexible and easily adaptable design concept, Abc&D won the competition for the festival’s visual communication. At its core lies a visual system built on a few simple, powerful ideas: the narrative language of the comic as a genre-neutral connector, the unmistakable yellow of the Reclam classics, and a poodle — borrowed, with a wink, from one of Faust’s most famous lines.
