Rebranding Moderna Museet
(Graphic Design, Branding, Visual Identity)
This project redesigns the logo of a Swedish modern art gallery Moderna Museet. The original handwritten logo doesn’t reflect the quality of modernistic style of the collection. The new deisgn reconsiders the form of the typeface and combines the building typologies of the gallery with the logo. The outcome is a geometric abstract pattern, which shows ‘MODERNA MUSEET’ in the hollowed area.
The modern art museum of Stocholm and Malmö was rebranded by Stockholm Design Lab in 2004 using a handwritten logo by Robert Rauschenberg and customized Gridnik for all signage, publications, and branding.
To mimic the museum’s architecture style, the logo is designed with the horizontal linear property. As a contemporary art museum, the logo of Moderna Museet shows the geometric modern styles. The two initials of ‘M’ in Moderna Museet share a single taller letterform, this shape also becomes the simplified icon in APP’s logo design. The black block behind the letters can adapt to different design forms and contexts.
This project was part of
MSDx 2020 winter exhibition.
