The Kröller-Müller Museum offers a unique experience of art, architecture and nature. It combines the second largest collection of Van Gogh paintings in the world with the biggest sculpture garden in Europe. The museum wishes to reach a bigger and wider audience. Edenspiekermann developed a new brand identity inspired by elements of nature such as light, shadow and movement. This is how we brought together the inside and outside experience of visiting the museum. The result shows a dynamic, typographic logo and a colourful, flexible identity with which the museum can present itself strongly and recognisably.
About the visual identity
What struck us was how much more the Kröller-Müller Museum has to offer, besides its art. The surroundings and environment play an important role in the experience of the visitor. The museum is located in a beautiful, green area and its huge windows really draw the nature inside.
Outside in the sculpture garden, you’ll find a large part of the art collection. So depending on the weather and season, and depending on whether you look from the outside in, or the inside out, the museum always has a new experience to offer. This interplay between art, nature and architecture was our starting point for the identity. Influenced by light and movement, the characters become sculptural typography which can be animated subtly.
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.