Hubertus Design



Could you please tell me a little bit about yourself?

Hubertus Designは、チューリッヒの古い工場で出会った4人の友人同士のデザイナーから生まれたHubertus Associationの一部として生まれました。事務所であるHubertus-Temporary Off-Space、音楽スペースHubertus-Club、ギャラリースペースHubertus-Contemporary-Art、そしてレストランHubertus Restaurantを設立しました。デザイン部門はクラブやレストランよりも幾分後に生まれましたが、2013年にレストランは閉店して、Hubertus Designを新たに作りました。

Hubertus Design emerged as part of the Hubertus Association after four friends and designers who met in an old factory in Zurich initially founded the Hubertus-Temporary Off-Space, the Hubertus-Club, Hubertus-Contemporary-Art and finally the Hubertus Restaurant. The design division is thus somewhat younger than the club and the restaurant, whereby the restaurant was closed in 2013 and Hubertus Design was newly formed.


What inspires you?


This is always a difficult question. Of course we are inspired by many things from the field of art1,2 and design. But also history3, society, politics, education, economy, news and of course friends and family4 are constant influences and great sources of inspiration. As a privilege we also understand the content of the projects we are allowed to work on. It always gives us great pleasure when we are entrusted with content that we would not have been able to approach outside of a commissioned project.


What are your recent projects?

顕著かつ革新的とされる特徴は、政治家の目線がカメラを見ずに未来を見つめているというだけでなく、イメージを白黒で扱っているところです。もちろん、コピー「Den Brauchts(ドイツ語で「彼の出番だ」)」が併記されます。
エディトリアルデザインに関しては、建築事務所G8Aによる新刊について紹介したいです。G8Aの活動コンセプトの刷新に伴い、『Contrast and Cohesion』という本のデザインを依頼されました。前の依頼から派生するプロジェクトはあまりないのですが、このプロジェクトでは理にかなっており、私たち側も歓迎でした。同書はG8Aの様々なアプローチを読者に紹介しています。冒頭の「旅」から始まり、プロジェクトを象徴する旅の写真が並びます。その後、プロジェクト概要テキストの項目、シルバーにプリントされた建築模型の項目、エッセイの項目、そして最後に奇抜な色のドットが配された図面が続きます。

A political campaign for the re-election of a politician from a neighboring canton. This is a topic and also a collaboration that has been stimulating us for over ten years with great joy and satisfaction. A few conspicuous features, and to be declared innovative in the context of current events, are the black and white handling of the image, as well as the fact that the politician does not look into the camera, but to the right into the future. This, of course, also in combination with the claim, “Den Brauchts (it needs him)”.
From the field of editorial design, we would like to shed light on the recently published publication by the architecture firm G8A. With the new conception of the overall appearance of G8A, we were commissioned with the conception of the publication Contrast and Cohesion. It is not uncommon for projects to result from a previous order, which is usually reasonable and in this specific case was also a phenomenon that we absolutely welcomed. The publication offers the reader various approaches to the G8A projects. First you are taken on a “journey”, a journey through the photographic representation of the projects. Followed by a text section with a project description, a sequence that focuses on architectural models, printed in silver, an essay section and finally a planning sequence dotted in unusual colors.


You are head of the visual communication department at ZHdK. What do you think the role of the design school both today and in the future should be?


Personally, I attribute a large and significant role to design in the educational field. Perhaps more than ever, it seems important to take the associated content, expertise and competencies seriously and to convey them adequately. Because obviously more and more disciplines are ceded to other departments, which leads to the fact that professional idiots talk about design processes and annex content that falls into the design area. At the same time, however, the design experts also have to make an effort, adapt, develop and use design. Otherwise, of course, you should not be surprised if suddenly everyone can become a designer, even if, for example, they have no basic training in the field.


What do you keep in mind during the design process?


A lot goes through my mind during a design process. Purpose, structure, forms of action are in constant exchange and fuel visual arguments. I attach great importance to the draft and understand it as an inherent process in design. Anyone who knows how to sketch will come up with solutions that a concept might not have been able to project at first.


What is the most important thing for a designer?


Since I understand design as a social discipline that is always political, it seems important to deal with current issues and to refer to them. At the same time, I have a love for history and therefore like historical references, provided that they are conclusive, fresh and possibly subversive.


How do you maintain a balance between your life and work?

私は決して良い回答を出せる自信はないですし、まして良いバランスの例なんてないですよ。「ワークライフバランス」というよく耳にする言葉についてはどうしたらいいかわかりません。ただ、ワークライフバランスを保つための流れについて聞きたいというのであれば、お話できます。現在の私の状況を説明するともっとわかりやすいでしょう。家族からサポートやエネルギーと刺激を受けるのと同様に、個人のビジネス(Hubertus Design)、授業、コースの運営(チューリッヒ芸術大学)という絶え間ない流れにいると感じています。時々不足している唯一のものは、自分のための時間です。自分だけのため、という点を強調しておきます。(笑)

I am far from certain whether I can provide a good answer, let alone an example of a successful balance, on the contrary. However, I do not know exactly what to do with this, yes, widespread terminology. For example, if you were talking about a work-life balance flow, I could warm up a lot more. Because this reference would better describe my current situation. I feel in a constant flow, private business (Hubertus Design), teaching, leading the course (ZHdK), as well as my family give me support, energy and inspiration. The only thing I miss at times is time for me — and only for me...;)


What do you think the role of the designer will be in the future?



I would like to describe the future role of the designer using three ‘I’ words:
Ideally, visual communication stands in the local educational context with its back to the wall.
Our field of activity seems too large, the skills required too different. A lack of expertise leads to the loss of control, communication
and reflection. Too often we are no longer able to read messages, classify sources in a differentiated manner and take responsibility for our cultural technology and further establish it.
Institutionally, we are committed to a growing educational apparatus that keeps us from working, conveying specialist knowledge, methodology and the ability to convey a message visually, with the utmost attention to its esthetic effect, and;
Individually, we complain because we simply don’t have the time. The time for reflection, the time to develop design and not to use pre-made paradigms and templates, the time to question things, to invent stories and content visually and to launch them beyond the educational body.
My concern is with the competence to apply learned expertise and performance. To communicate is content and not a fake, stories and no blah-blah. Those who have nothing to say are silent; those who cannot say anything express themselves visually, whoever does not want to say anything should work on it.
Design is always inductive, is developed out of the existing, is implicitly political and social, and not an expression of a mere additional service. At this point, an appeal is directed to all future decision-makers. Think and share, say what you have to say! Verbally and visually. Take responsibility for developing and communicating content adequately, with the utmost care for your design quality. Because it is you who surrounds us, in our designed, (visual) world!

Interview: Jonas Voegeli, Co-owner

Interviewed: 2019.3.26
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1 Mai, 2013

1 Mai, 2013

Poster, 2013

Poster, 2013

Contrast and Cohesion, G8A Architects

Contrast and Cohesion, G8A Architects

Book, 2019

Book, 2019


Hubertus Design(フーベルトス・デザイン)

Hubertus Design
Hubertus Design is an award-winning design studio specializing in the development of unique and specific visual communication solutions within the art, architecture, culture, education, and political sectors. Bridging conceptual, strategic, and experimental approaches with a progressive outlook towards the contemporary practice of graphic design, our services extend across all media — from books, magazines, corporate identity/branding, and typeface design, to signage, exhibitions, and online applications. Regardless of platform, each project is executed with the greatest possible attention to detail, design, and quality of production.

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