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 communicate art in a way that brings it to life and anchor contemporary perspectives within a historical context. Each exhibition is organised around a theme that changes annually, serving as a common thread running through all media. This creates a coherent narrative that continues visually, linguistically and spatially.
The aim was to create a brand that appeals to artists, galleries and collectors alike – as a platform for exchange, promotion and international networking. munich modern thus positions itself as a cultural brand that is both aesthetically compelling and recognises in the public eye.
Contemporary art with a historical look
The visual concept combines contemporary design with classic typography – a deliberate bridge between tradition and the present. Clean lines, understated colours and generous white space give the works room to breathe and allow the art to speak for itself. At the same time, modern layout principles and digital adaptations ensure that the visual identity works across all channels – from posters and catalogues to the website and social media.
This creates a visually striking identity that conveys the spirit of the brand: modern, open, sophisticated – and always closely linked to the arts.
German 
English