The Norwegian art gallery seeks to attract a younger audience, modernize and be consistent with the new architectural arrangement.
Norway's Munch Museum, dedicated to the Nordic country's most celebrated artist, Edvard Munch, author of the iconic The Scream, needed a coat of paint, pun intended. And thanks to The North Studio they have succeeded: from now on, the Munchmuseet It has a new logo, as well as a typeface created ad hoc.
The new logo of the Munch Museum
In it, the typography (designed by Radim Pesko) "inverted" 20 degrees intervenes that energizes and that "instead of simulating, tries to express" the counter-current behavior of the existentialist painter. Also for this reason, the color palette used is "energetic", predominantly red and a warm color scheme.
The new Munch Museum building
North has been based on the new location of the art gallery, which has gone from being in the east of Oslo to its location in Bjorvika, the port area of the capital. It is a building designed by the Spanish architecture studio Blacksmiths, which tilts its top so that it comes closer and looks at the city.
The new merchandising of the Munch Museum
That "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", in reference to the youngest. Hence also the strong merchandising design.
The term museum moves away and is a barrier for new audiencesStephen Gilmore - Director of North Studio