Completing its rebranding, the Amsterdam Museum is introducing a new visual identity and the first version of a new digital platform. Both projects match the 95-plus-year-old city museum's ambitions to develop into a 'museum of the future'. The new brand identity is visible for the first time in a campaign that also announces the Amsterdam Museum's move to the Amstel, where the museum will find a temporary home from 5 March while its main location undergoes major renovation in the coming years.
Amsterdam Museum
The Amsterdam Museum, founded in 1926, tells the stories of the capital and manages a collection of over 100,000 objects of art and heritage. In recent years, the museum created high-profile projects such as the digital exhibition 'Corona in the City', the talk show AM Live and the large multi-part exhibition 'The Golden Coach'. In 2021, the Amsterdam Museum was nominated for the national Museum Prize. From 5 March, the museum will open the doors of an entirely renovated wing at Amstel 51, where the Amsterdam Museum will be temporarily housed for the next few years while the main location on Kalverstraat undergoes major renovation.
New visual identity
To develop a new visual identity, the Amsterdam Museum selected, after a pitch, Studio Sallali Vaverka, a recent collaboration between graphic designers Hamid Sallali and Isabelle Vaverka. In the past, as designers, they were (co-)responsible for cultural brands such as AFK, Unseen and We Are Public. ''Our new brand identity includes a new logo, a new typographic system, a new colour palette and a logo based on the Amsterdam Andreas crosses. The identity will be applied in campaigns, communication tools and three-dimensionally in the design of certain parts of the renovated Amsterdam Museum wing on the Amstel,'' Says Maurice Seleky, head of Communications & Marketing at the Amsterdam Museum. ''The identity is based on the museum's new brand strategy, with a mission that emphasises connecting, alongside the four other revamped core values of 'Amsterdam', 'Open', 'Narrative' and 'Relevant'.''
New digital platform
The Amsterdam Museum is also developing a new digital platform that will be launched at the end of the day today (Monday 28 February) in collaboration with digital design agency Bravoure, also responsible for leading platforms such as those of Paradiso, ITA and Amsterdam Dance Event. ''We are developing our new digital environment in several phases. Now we are presenting a relatively modest first version, later this year we will launch a comprehensive platform,'' Says Seleky. ''The new identity and our new digital platform match our ambitions to be connective as a museum brand. As a network museum, we are connecting between generations, themes and disciplines. And especially between people. Together, we are thus building the 'museum of the future.'
For the new Amsterdam Museum website, see www.amsterdammuseum.nl
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