Stedelijk Museum Amsterdam
Visual System
Brand Strategy
Goal:
Reposition the Stedelijk Museum as a more accessible and future-driven institution while honoring its past.
Index:
#1 - Visual Identity
#2 - Brand Strategy
#3 - Verbal Identity
Designer:
Yining Li
Timeframe:
Ongoing
In Dialogue.
Reimagining the legacy of the Stedelijk, shaping the future.
Rooted in its rich history in graphic design, the rebrand transforms this legacy into a more engaging and inclusive experience—bridging past, present, and future to ensure the Stedelijk remains a space where art sparks conversation, shapes cultural memory, and serves as a platform for creative dialogue that pushes the boundaries of art and design.
In the mid-20th century, director Willem Sandberg redefined museum communication by integrating bold, experimental graphic design into exhibitions—his torn-paper typography and vibrant colors breaking conventions. Building on this foundation, Wim Crouwel introduced a systematic, grid-based approach, infusing typographic precision and modernist structure into the museum’s branding. These innovations solidified the Stedelijk’s reputation as a leader in contemporary graphic design.
The Stedelijk’s visual system has long used framing as a structural tool for type composition, reflecting how the museum presents and contextualizes art.
The rebrand builds on this foundation, drawing inspiration from the shape of a colon—symbolizing connection, pause, and conversation—while introducing greater flexibility and accessibility across platforms.
The colon serves as a fundamental unit, with its size determined by the primary text and margins proportionally structured around it.
The new visual system is highly adaptable, designed to work across various platforms, scales, and layouts. A responsive grid structure allows for fluid compositions, ensuring clarity in both digital and physical spaces. The rebrand transforms the museum into a more inclusive, dynamic environment where visitors can engage with art, each other, and themselves.
As the Stedelijk moves forward, we envision a museum that not only shapes cultural conversations but also inspires active participation. By fostering dialogue, innovation, and accessibility, our mission is to empower visitors to engage with contemporary issues through art—making a lasting impact on their lives and the world around them.