Arken asked us to create a new visual identity that accentuates the museums important position in the Danish art scene. Through workshops and user insights we developed a strategic framework based on a self-made concept of FMCA: fast moving consumer art (in reference to FMCG: fast moving consumer goods). Art is for everyone and like water, food and air we can’t live without it.
We made Arken more dynamic in its expression and powerful in its communication. The aim was to show that Arken takes the pulse of today’s art world and then provides relevant offerings to the public. The design borrows from the commercial language and imagery you see in fashion magazines. With strong colors and bold typeface in italic, the power of the design awakens curiosity and draws attention.
Today Arken’s logo is bold, italic and added a trademark (TM) to communicate the commoditized perception of art. Not to question the value of art, but to emphasize that art is a vital source for people’s development, education and inspiration. The identity was launched at the opening of the Danish Queen’s exhibition the 28th of January 2012. The new logo, colors and graphical elements are implemented on catalogues, posters, merchandise and homepage: www.arken.dk