The Herning Museum of Contemporary Art unites The Herning Contemporary Art Museum with two respected multimedia arts organisations to offer a diverse and eclectic range of exhibitions and cultural events. Our assignment in getting ready for its September 2009 opening was to help develop the brand, starting with a name and visual identity to match the museum’s personality: accessible yet visionary.

The museum’s full name is a mouthful to say and a mindful to remember. We suggested a more human and emotional combination that has less twist on the tongue: Herning + Art = HEART. Visually, we built on the building’s history as a shirt factory. The resulting custom typeface is appropriate for everything from signage to promotional communication… and also for use in uncommon ways such as the viewing window to the art behind it. Much of the signage is simply spray-painted on the museum walls for a more personal yet dramatic effect.

The naming and visual elements are already widely used and seen by the public, and the brand is being introduced in pre-opening publicity materials.

For further information, please contact founding partner Bo Linnemann