In 2003, architecture, design, fashion, film and photography were
added alongside the visual arts as programmatic foci in the Haus der
Kunst. This extended programme was accompanied by a new identity
designed by Thomas Mayfried that associated itself with cinema, theatre
and circus, while also referencing the building itself. The Haus der Kunst is one of the National Socialist regime's first architectural propaganda projects. The historic interior architecture, as well as the original inscriptions in majuscule are largely still in existence. Thomas Mayfried's design introduced the opposite: lower case writing and asymmetry; in order to illustrate the idea of cinema, theatre and circus he chose a dot font, which could be combined optimally with the new corporate typeface, namely the unpretentious Helvetica prevalent worldwide.