Customer
munich modern
Services
Basics Logo, typography, graphic elements Messaging Magazine, Invitation
munich modern - Modern brand management
munich modern is an exhibition platform for contemporary art based in Munich. Founded by Dr Isabella Goebel, its aim is to promote a lively dialogue about current artistic positions and to make art visible as a cultural and economic force. 2bu design was commissioned to develop a branding that manages the balancing act between art and commerce – sophisticated in expression, clear in communication and flexible in application.
Strategy: Making art visible
The brand strategy aims to achieve this, Communicating art in a tangible way and Contemporary positions in a historical context to anchor it. Each exhibition has a different theme each year, which runs as a common thread through all media. This creates a coherent narrative, which is continued visually, linguistically and spatially.
The aim was to, to create a brand that appeals to artists, galleries and collectors alike – as a platform for exchange, promotion and international networking. munich modern is thus positioning itself as a cultural brand, that is both aesthetically pleasing and recognisable to the public.
Contemporary art with a historical look
The visual concept combines Contemporary design with classic typography – is a deliberate bridge between tradition and the present. Clear lines, restrained colours and generous white space give the works space and allow the art to speak. At the same time Modern layout principles and digital adaptations – ensures that the image works on all channels, from posters and catalogues to the website and social media.
This creates a Visually strong identity, that conveys the spirit of the brand: modern, open, cultivated – and always close to art.
German 
English