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A new signature for Germany’s leading contemporary art institution

Haus der Kunst is Munich’s prime non-collecting contemporary art museum. It houses an interesting paradox: a colossal building – an icon of ideological power – versus a museum director whose progressive programming makes waves internationally. We translated this paradox into a visual identity that celebrates the idea of multiple viewpoints.

A museum built as a monument of Nazi architecture that is now the home of progressive contemporary art. This was a fascinating story to work with.

Sander Vermeulen, Design Director

An inquisitive, curious logo. Flexing his mind. Exploring the boundaries. Leaving open spaces that invite you to enter.

Jasmine De Bruycker, Strategist & Copywriter

A stretchable system allows you to look at things from various angles and perspectives by moving and changing position. By linking what you know with new ideas, viewpoints, and topics you didn’t even know you were interested in.

Sander Vermeulen, Design Director

Stretching also implies constant movement and energy. Expanding and contracting. Zooming in and out. It absorbs & releases heat, caused by friction. Art is energy. Art is friction.

Jasmine De Bruycker, Strategist & Copywriter

We proposed the museum to become a curiosity sherpa who steers visitors into more conscious and inspired looking and thinking.

Jasmine De Bruycker, Strategist & Copywriter