THE BAUHAUS BRAND 1919-2019 THE VICTORY OF ICONIC FORM OVER USE

The Bauhaus was distinguished neither by function nor by use but rather by symbolism. Whether square, triangle, or circle; whether Wilhelm Wagenfeld’s lamp, Oskar Schlemmer’s “Kopf” (head), or white cubes with flat roofs: the Bauhaus created iconic visual symbols and a style that is neither functional nor social but visually striking.

Walter Gropius, founder of the Bauhaus, from the outset sought to develop the school into a brand—and he succeeded. More than eight decades after its forced closure, the Bauhaus is more present than ever before in consumerism, politics, and culture alike. It has become a participative brand that escapes centralized control entirely.