A NEW VISUAL IDENTITY FOR MUNCH

A new visual identity for MUNCH

North creates a visual identity for a new art museum by Oslo’s waterfront, tailor-made for the world’s largest collection of art by Edvard Munch.

North were selected to create a new visual identity and logo for the museum. The creative solution aims to be a contemporary interpretation of Munch’s ethos and to positively signal the exciting new vision for the organisation. This is expressed in a clearer and more distinct visual profile to help reflect the bold ambitions for the museum and increase relevance for a younger audience.

“We’re delighted to debut this brand new visual identity ahead of the opening of our new museum. We see this new look as integral to our dynamic vision for our museum which showcases the enduring importance of Edvard Munch for contemporary audiences. North Design has been with us all the way on this incredible journey in the creation of this new visual identity, which reflects a bold museum for the future.” says the Director of MUNCH, Stein Olav Henrichsen.

The visual identity is anchored by a custom font influenced by Munch’s character and informed by the architecture. Respectfully bowing towards the city of Oslo, estudio Herreros’ design was in part inspired by a photograph of Munch at Warnemünde, Germany. Almost naked, he is painting another almost-naked man on the beach and leaning forward inquisitively, just like the building. This angle was translated into a custom font designed by Radim Peško which is ‘backslanted’ at 20º to mirror this architectural gesture. The severe angle and uncommon blackslant type style combine to create a typographic expression and ‘voice’ intended to evoke Munch’s unconventional spirit.

An energetic colour palette has been developed to work in harmony with Munch’s art. Graphic expression is introduced across communications and merchandising through bold use of the 20º angle and an abstracted silhouette of the building. All aspects of the identity are developed as animated assets to make best use of the 20+ digital screens which run throughout the building.

North were also responsible for a comprehensive wayfinding and signage programme, which will be installed in advance of the planned museum opening to the public in late 2020.