The Kulturhaus logo crosses elements of Bavarian beer culture iconography with West Coast flavors to create a modern take on a traditional German coat of arms. The hops form a crest which rests over mirrored stein handles floating on reflective waves of the Pacific Ocean. This melding of two worlds echoes the role of the brewhouse as a place that unites people. 

The logotype uses the Swiss foundry Optimo’s Plain Regular. Guided by the Bauhaus principle of form following function, its rich notes of minimalism cleanly hit the palate. No serifs. Just clear universally understood communication. Beyond the logotype, the system uses Optimo’s ExtraBold to deliver a vigorous midcentury bite. 

The color palette combines German and Pacific coast taste profiles as well. Blue and white harken to the classic checkered Bavarian flag. While the black, orange, and cream proudly nod to the warm sunny tones often seen in California architecture. 

The brand’s playful illustration style offsets the hardworking heroic vibes of the Kulturhaus logotype. Flowy and expressive in a laid-back abstract way, the visuals bring to mind Matisse, who was neither German nor Californian, but very much a devoted fan of fermented drink. Prost!  

The aesthetic of the entire design system prizes flexibility. Another bow to the Bauhaus emphasis on functionality. The system can be flexed in full using illustrations, type, and bold color combinations as on the beverage cans. But is equally effective when pared down simply to white type on a black background, as seen on the Kulturhaus brewery signage. 

Enjoy a look at the whole Kulturhaus design system in action. From beverage cans to pickle jar labels. Drink coasters to brewery signage. And packing tape to social media posts to merch and community murals and more. All coming together like one joyful crowd in a beer hall called Kulturhaus.