The Gothenburg Museum of Art is literally opening for art

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.

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.

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.

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.

Client
Gothenburg Museum of Art
Industry
Art
Founded
1923
Location
Gothenburg, Sweden

Gothenburg Museum of Art has around 250 000 visitors per year and its renowned collection includes a unique section of late 19th century Nordic art.

We did

  • Brand identity
  • Digital design
  • Web development
  • Film & animation
  • Graphic design

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