KMS TEAM developed the new visual identity for Staatsgalerie Stuttgart from two starting points – its position as a strong international brand, and as a museum with a unique collection.
Corporate design development
How can we translate 850 years of art into a single graphic concept? We decided on a big solution – and created a completely new frame for Staatsgalerie. This open frame stands for both focus and diversity – the focus of special exhibitions, and the diversity of the museum’s extensive collection. It unifies the artworks dating from the 14th to the 21st centuries while signifying openness and dialogue.
Highly adaptable design
The open frame is the consistent, highly recognizable design element found at all brand touch points – whether the admission ticket, program, website or mega banner. There are endless possibilities for its content and color, though. As such, it is a symbol of art’s fascinating variety. In its most compact form, the frame forms the symbol »S« for »Staatsgalerie«.
The special exhibition on Giorgio de Chirico marks the launch of the new corporate design. It is supported by an image campaign that incorporates the idea of the frame. The word pair »from to« forms the linguistic link for eight hundred years of art in one building: »from ACT to ACTION«, »from MAX to ROY«, »from AMOR to PSYCHE« and »from SACRAL to SURREAL«.
With its extensive collection of masterpieces, Staatsgalerie Stuttgart is one of Germany’s most popular museums. The massive museum complex is home to prominent works in the Department of Prints, early Swabian panel paintings and outstanding examples of 19th century Swabian Classicism.
The chief emphasis of the museum is undoubtedly the Classical Modern period, with works spanning the years from 1900 to 1980. Highlights include Oskar Schlemmer’s »Figures for the Triadic Ballet«, Henri Matisse’s famous »Backs«, several of Picasso’s works, such as the sculptural ensemble named »The Bathers«, and the Joseph Beuys Room, designed by the artist himself.