Kröller-Müller Museum

Fresh new branding for a hidden gem.

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 Museum 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 refreshing brand identity, this is all changing now. 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.

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We used customer journey mapping to visualize the journeys of different kinds of visitors, both online and on the road.
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Open Type

Edenspiekermann developed a dynamic typographic concept and logo that are based on the customer experience inside and outside the museum walls. It is graphic as well as 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.

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The custom made typeface we developed opens up dynamically or in steps. Every version adds its own feel to the text.
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The dynamic version of the logo.
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Invitation for the opening of three new exhibits in the museum.
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Besides blue there's a secundary color palette which is based on seasonal colors in nature.
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The logo in 3D which marks the entrance to the sculpture garden.

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. We also did 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!

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Edo Sept2012
Give Edo van Dijk in Amsterdam a call on +31 20 5506355 or email

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