Forum Schlossplatz

Forum Schlossplatz has been a cornerstone of Aarau’s cultural life since 1994. Nestled just behind the old town’s main square in a villa with a hidden garden, it balances public engagement with intimate moments, city-centre energy with quiet retreat. In 2022, under new leadership by Lena Friedli, the institution rethought its visual identity—not simply to refresh its look but to capture how Forum Schlossplatz truly operates: open, playful, collaborative, and rooted in the city.

The identity centers on a flexible logo system and a bespoke typeface, DM Forum, inspired by the geometry of the circle—a reference to the forum as a space for exchange. The typeface embraces both precision and looseness, reflecting the character of the house. It feels approachable and generous, avoiding the formality typical of art institutions. Posters for each exhibition experiment with diverse materials and printing methods, adding tactility and surprise that connect the identity to the physical space.

The system is designed for everyday use: colored papers, stickers, and templates staff can easily adapt. This identity is not fixed—it grows, shifts, and evolves, making Forum Schlossplatz visible, accessible, and woven into the city’s daily rhythm.