Borås Art Museum
Borås Art Museum is one of the leading contemporary art museums in Sweden. Ambitious, bold and daring, they needed to take the next step and create a cohesive brand experience across both the museum and the public art throughout the city.
Art throughout the city
Borås Art Museum is known for its national and international exhibitions, as well as its substantial collection of Swedish contemporary art. They are the force behind Borås Art Biennial. And manages the city’s public art collection with more than 100 sculptures throughout the city. The new brand experience needed to bring all these activities together to show that they are all part of the Borås Art Museum.
The city of rain
A city known not only for its public art, textile industry roots and fashion scene, but also for having the highest average annual rainfall in Sweden; Borås needed art to stand out. Borås Art Museum is a colourful guide to the city with a unique identity and it’s own way of expressing itself.
Fluorescent and unpredictable
The flourescent colour stands out also on a rainy day. And the typographic glitch adds the element of surprise while challenging the convention of what readable letters should look like. It’s a visual identity that stands out, and a brand that pushes Borås Art Museum to the next level.
