New identity Museum Arnhem
On September 24, 2020, the day that museum Arnhem celebrates its 100th anniversary, the museum introduced a new corporate identity. It will be further rolled out in the coming year during the run-up to the reopening of the museum in 2022. The Amsterdam design agency Thonik igned up for the new corporate identity which of course also includes the new website that went live that same day.
“For Museum Arnhem we have designed a dynamic logo that starts with a simple, neutral variant: a balanced letter image in which the last m of museum resonates with the letters r and n in the word arnhem. This variant of the logo contains an echo of the architecture of the museum’s new wing. The overhanging part across the Rijnwal links to the way in which the word ‘museum’ is connected to the word ‘arnhem’.” says Nikki Gonnissen, one of the two directors of Thonik.
From this simple logo several perspective typefaces then arise. This is how the identity represents the commitment of the museum: art and society are connected from different perspectives. And just like the letters of the logo are put into perspective, also the program in word and image is distorted. A unit in communication is created by a quirky color palette of purple, stone orange, warm yellow and a specific kind of green.