Challenge

In a time of relentless change, museums play the role as collective memory, an anchor in an ever more fluent world. Nationalmuseet wanted to express this role through a new visual identity that can also revitalize the brand of Nationalmuseet. The revitalization was crucial as the old brand was experienced as outdated and not relevant for young people. The number of visitors was dropping radically so the need for clearly expressing what value Nationalmuseet provides through a modern and attractive visual communication was urgent.

Solution
The identity is an interpretation of the idea of layers; layers in time and layers of understanding - and layers in the work of the archeologists. The layers become apparent when you take research and then contextualize it. The layers are used throughout the design as an active part of the communication of why we have a national museum in Denmark and what we expect of it; to provide us with new understanding of the past, the present and the future.

The main task for the design program was to make it super simple on one hand (many users and a need to make a clear footprint in a competitive public media image) and very flexible (should be able to encompass a very wide range of different exhibitions, content and expressions).

The assignment included brand architecture for all local museums in Denmark within the brand umbrella of Nationalmuseet – and apart from a new crown, new naming structures, revised signage principles, communication strategy, a custom made typeface was also part of the delivery.

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