The Kröller-Müller Museum of modern art
Create a new brand experience to open up the museum and its treasures to a bigger and wider audience
Communication concept, logo, custom typeface, brand identity and campaign
A hidden gem opens up to the world
The Kröller-Müller Museum is located in the beautiful ‘Hoge Veluwe’ national park, about a 75 minute drive from Amsterdam. It combines the second largest collection of Van Gogh paintings in the world with the biggest sculpture garden in Europe. In spite of the uniqueness of this combination and the memorable art experience it delivers, the Kröller-Müller too often isn’t on the travel plans of many Dutch and most foreign visitors to The Netherlands.
With a new marketing strategy, updated profile and a totally new brand identity, this is going to change in 2013. Perfect timing because, after a period of dispersed presentation and storage, all the world-renowned Vincent van Gogh paintings are back together, well in time for the Kröller-Müller 75 year anniversary celebration next summer.
Edenspiekermann developed a dynamic typographic concept and logo that are based on the customer experience inside and outside the museum walls. It is both graphic and sculptural and becomes visible due to the interplay between light and shadow. We used Kris Sowersby’s beautifully crafted contemporary typeface 'Karbon' and brought it to life with the help of Cinema4D software.
Vincent is back
One of the first visible expressions of the new identity is the campaign we developed to celebrate the renewed presentation of all the museums’ Van Gogh paintings and drawings. Edenspiekermann was also responsible for the visual design of the exhibition and brought together Forbo Flooring and the Kröller-Müller to create the customized yellow carpeting in the Van Gogh zone of the museum.
A comprehensive identity program like this is always a work in progress and we’re still working on various other brand expressions like the website and wayfinding for the museum and its beautiful sculpture garden. But don’t let this stop you from scheduling a visit to this hidden gem in the heart of the Netherlands some time soon: it will surely tickle your senses!