Established in 1938 in the middle of National Park De Hoge Veluwe, a little over an hour outside of Amsterdam, the Kröller-Müller Museum is home to the second largest collection of Van Gogh paintings in the world as well as boasting the biggest sculpture garden in Europe. Looking to attract more visitors and raise its profile the museum has introduced a new identity designed by the Amsterdam office of Edenspiekermann.
[We] developed a dynamic typographic concept and logo that are based on the customer experience inside and outside the museum walls. It is both graphic and sculptural and becomes visible due to the interplay between light and shadow.
— Edenspiekermann case study
That poor, old logo was one scroll short on the font menu from being Comic Sans and the whole arrangement and color palette didn’t really help make it much better or indicative that inside there would be world-class sculpture from the likes of Richard Serra. The new logo and identity are all about volume and dimension, exalting the sculptural collection but, through the use of color and typographic flexibility (as you’ll see directly below), the identity can change to become more playful and colorful and promote all kinds of exhibits. The main concept of the “opening” logo and typography may seem simple and/or obvious — at one point or another I think we’ve all sketched something similar for someone — but basing a whole identity on this premise is what makes it unique and relentless. The dimensional texture achieved, especially when different levels of openness are used (as in the Van Gogh exhibit below), are particularly entertaining. If I have one gripe with the work it would be the connected “ll”s in the logo; it seems an unnecessary and distracting device where there is already plenty going on. Nonetheless, a lovely range of work with plenty of possibilities.