Literally opening for art

Client Gothenburg Museum of Arts

Industry Art

Founded 1923

Location Gothenburg, Sweden

The new visual identity of the Gothenburg Museum of Art showcases the art and invites visitors to explore the art collection and exhibitions, housed in the iconic classical museum building.

1573139765 brandwork case gkm 2

Challenge
The Gothenburg Museum of Art has a varied and lively programming around its internationally renowned collection, a range of temporary exhibitions and in-depth research, creating a need to communicate with very different target groups while remaining a recognizable actor.

Insight
In the characteristic historical building where the museum houses both historical and contemporary art, different perspectives interact. The central values that define the visual identity of the museum are openness, playfulness and duality.

Solution
The logotype literally opens up to art experiences. Two main typefaces that take turns in the spotlight contrast the contemporary and the historical, the present and the future. The color palette is drawn from the Fürstenberg Gallery and the museum’s popular collection of Nordic Fin de Siècle art, while the well-known arches in the museum’s façade inspire the logotype, patterns and iconography.

Results
Art takes center stage in the new identity that draws from the iconic museum building and the art collection. The new visual identity will enable the museum to appear more cohesive and more welcoming in external communication with its varied audiences.

1573140555 brandwork case gkm 7

Logotype
The logotype comes in two versions, where one literally opens up to art experiences. The museum’s openness to new experiences and audiences is expressed in the main building block of the identity.

Colors
The color palette is drawn from the Fürstenberg Gallery and the museum’s popular collection of Nordic Fin de Siècle art. The palette offers a wide variety of predefined and playful color combinations.

1578479436 brandwork case gkm 25
1578479439 brandwork case gkm 25
1578479439 brandwork case gkm 25

Typography
Two main typefaces, Juli Sans and Berlingske Serif from Danish foundry Playtype, take turns in the spotlight. They contrast the contemporary and the historical, the present and the future. The duality between the sans serif and the serif is used throughout all communication.

1578479444 brandwork case gkm 26 1578479450 brandwork case gkm 28 1578479458 brandwork case gkm 27
1 2 3
1573140816 brandwork case gkm 9
1573140871 brandwork case gkm 10
1573140874 brandwork case gkm 11
1573140928 brandwork case gkm 12

We used the seven vaults from the logo to create inviting animations. Visualising "message", "family" and "love".

1573141389 brandwork case gkm 13 2
1573141435 brandwork case gkm 20
1573141545 brandwork case gkm 21
1573141666 brandwork case gkm 22
1573141717 brandwork case gkm 23
1573142071 brandwork case gkm 25 1573142077 brandwork case gkm 26 1573142080 brandwork case gkm 27 1573142083 brandwork case gkm 28 1573142085 brandwork case gkm 29 1573142087 brandwork case gkm 30 1573142090 brandwork case gkm 31
1 2 3 4 5 6 7