The new thematic and visual realignment highlights the outstanding quality of the extensive collection. A series of special exhibitions showcase great individual works in the permanent collection, underscoring its impressive scope – consisting of art from the 14th to the 21st century.
An open frame for focus and diversity
The task involved translating Staatsgalerie’s new strategic approach into a consistent visual identity. The designers’ idea was to present the museum as an open frame for art. This open frame stands for both focus and diversity – in other words, for both special exhibitions and the entire spectrum of the museum’s collection. It encompasses 850 years of art while signifying openness and dialogue.
The frame functions as a consistent, highly recognizable element in this visual identity, but its color and content may vary. In this way, it vividly demonstrates and pays tribute to art’s diversity. In its most compact form, the frame forms the symbol »S« for »Staatsgalerie«.
The special exhibition on Giorgio de Chirico starting March 18, 2016 features the new corporate design. It will be followed by an image campaign in May that picks up on the idea of the frame: The word pair »von bis« (»from to«) forms the linguistic link for eight hundred years of art in one building, for example: »von Akt bis Action« (»from act to action«).
Prof. Dr. Christiane Lange, Director of Staatsgalerie Stuttgart, commented: »A museum needs to establish itself as a brand in today’s world. This new visual identity makes our organization far more visible, even in an international context. I’m convinced that we will inspire more people to explore our collection and our work with our new design.«
Knut Maierhofer, founder and Managing Partner at KMS TEAM, explained: »When we started the project, we asked ourselves: How can a museum become a brand? Today, brand management is important for all areas of society – whether companies or cultural institutions. We are proud that we were able to contribute our experiences from other industries to this job.«
Picture Credits: Giorgio de Chirico, Der große Metaphysiker © VG Bild-Kunst, Bonn 2015
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