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.

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.

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

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