The Norwegian art gallery is seeking to attract a younger audience, modernise and be consistent with the new architectural layout.
Norway's Munch Museum, dedicated to the Nordic country's most famous artist, Edvard Munch, creator of the iconic The Scream, needed a coat of paint, never better said. And thanks to The North Studio they have achieved it: from now on, the Munchmuseet has a new logo, as well as a specially created typeface.
The new logo of the Munch Museum
The typography (designed by Radim Pesko) is “inverted” 20 degrees, which dynamizes and “instead of simulating, tries to express” the counter-current behavior of the existentialist painter. For this reason, the color palette used is also “energetic,” with red and warm colors predominating.
New logo for the Munch Museum
The new building of the Munch Museum
North was based on the new location of the art gallery, which has been moved from being in the east of Oslo to its site in Bjorvika, the port area of the capital. It is a building designed by the Spanish architectural studio Herreros , which tilts its upper part so that it approaches and looks out over the city.
The Munch Museum's new merchandising
This “ambition”, in the words of Stephen Gilmore, director of The North Studio, is what has led them to create a “contemporary” brand, moving away from the term museum, since he believes that this is a “barrier for new audiences”, referring to younger ones. Hence also the strong merchandising design.
The term museum alienates and is a barrier for new audiences
Stephen Gilmore – North Studio Director
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