De Melkweg’s new identity
Design agency Grrr has together with Bas Koopmans developed a new identity for De Melkweg in Amsterdam. De Melkweg shows the full range of pop culture. Therefore, the management went looking for a visual style that matches their mission: creative, open, accessible, raw, and a do-it-yourself mentality.
In 2013, Melkweg and Grrr entered a long-term partnership. That year, De Melkweg was the first pop podium in the Netherlands to reveal its website with a digital storytelling approach. The launch of the new house style last week meant that a further step was taken.
The basic letters MELKWEG have been used to develop a font: the E turns around into an M and the M into a W. The square letters can be turned around, stacked, put on top of or beside each other. As a result, the house style lends itself perfectly for the creation of animations for De Melkweg’s wide range of opportunities.
In the next few years, Grrr is continuing the development of the digital channels of De Melkweg. The office is currently working on narrowcasting screens that will be tailored to the programming in the different halls and powered by the website. An app and the signage in the building are also in the pipeline.