The Reykjavík Art Museum is the distinguished art museum in Iceland, with three locations across the capital, each focusing on different decades and artists.
After an initial research, that included site-visits, meetings with artists, stakeholders among other relevant Museum contributors. We realized that the Museum lacked consistency in their brand voice and required a design strategy that could identify the three locations as one single institution—“One Museum, Three Locations.” With this in mind, and acknowledging the cultural fabric of Reykjavík—that includes both local and international audiences, we developed a system that visually linked the two main aspects of the Museum. One, the different locations. Two, Icelandic and English.
The final brand solution is a “triangle / prism” that incorporates both the leading institution, Reykjavik Art Museum, (Listasafn Reykjavikur), and each individual museum, Asmundarsafn, Hafnarhús and Kjarvalsstadir. The triangle, serves as an identifier and directive arrow. Based on the new logo, we designed multiple patterns and graphic devices that are currently being used across all marketing and communication materials. These include, signage and wayfinding both in the museums and across Reykjavik, ad campaigns, store items, website, to mention a few.
We launched a creative exploratory phase which produced several project directions that were discussed extensively with the client. After additional sessions with the museum’s stakeholders, the “triangle” was the clear choice.
The final brand identity focusses on the extruded triangle, with the museum’s three locations placed on its sides. Based on that prism, we created patterns that were implemented across all marketing and communication materials, inclusive of signage, banners across Reykjavik, advertising, store items, etc. The identity uses both bi-dimensional and 3D logotype for programming and the museum communications.
On the digital side, we redesigned the website, maintaining most of the previous content structure. However, to provide visitors with a better user-flow, we divided the website in three main columns, referring to each museum separately, so that users could easily find what is happening in the three different spaces. The website logo moves across the screen, indicating the connection between the three museums, creating a fully integrated feel between online and offline elements.
The typeface used is Activ Grotesk (Dalton Maag, London). It is used mostly in two styles, Bold and Light. Bold for Icelandic and Light for English. The color scheme uses faint pastel gradients, reminiscent of Nordic skies that offer a wide range of ever-so-slightly changing in light.
Finally, we created a resourceful style guide for the museum’s in-house team, providing them with the tools to implement the identity. The style guide is a key piece to any re-branding effort, ensuring the visual system executed concisely, making sure the museum presents itself consistently and successfully.
We continue to work with the museum, providing them with creative direction for exhibitions and special events.