{"id":3048,"date":"2021-10-14T17:01:58","date_gmt":"2021-10-14T15:01:58","guid":{"rendered":"https:\/\/2budesign.com\/?post_type=project&p=3048"},"modified":"2026-03-21T16:29:47","modified_gmt":"2026-03-21T15:29:47","slug":"munich-modern-modern-brand-management","status":"publish","type":"project","link":"https:\/\/2budesign.com\/en\/project\/munich-modern-moderne-markenfuehrung\/","title":{"rendered":"munich modern \u2013 Modern brand management"},"content":{"rendered":"
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Customer<\/h5>

munich modern<\/p>\n<\/div><\/div><\/div><\/div>\n\n

Services<\/h5>

Basics<\/strong> Logo, typography, graphic elements Messaging<\/strong> Magazine, invitation<\/p>\n<\/div><\/div><\/div><\/div>\n<\/div>\n\n

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munich modern \u2013 Modern brand management<\/h1>\n<\/div><\/div>\n\n

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 \u2013 sophisticated in expression, clear in communication and flexible in application.<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n

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Strategy: Making art visible<\/span><\/h2>\n<\/div><\/div>\n\n

The brand strategy aims to <\/span>communicate art in a way that brings it to life<\/strong> and <\/span>anchor contemporary perspectives within a historical context<\/strong>. Each exhibition is organised around a theme that changes annually, serving as a common thread running through all media. This creates a <\/span>coherent narrative<\/strong> that continues visually, linguistically and spatially.<\/span><\/p>\n

The aim was to <\/span>create a brand that appeals to artists, galleries and collectors alike<\/strong> \u2013 as a platform for exchange, promotion and international networking. munich modern thus positions itself as <\/span>a cultural brand<\/strong> that is both aesthetically compelling and recognises in the public eye.<\/span><\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n

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Contemporary art with a historical look<\/h2>\n<\/div><\/div>\n<\/div>\n\n
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The visual concept combines <\/span>contemporary design with classic typography<\/strong> \u2013 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, <\/span>modern layout principles and digital adaptations<\/strong> ensure that the visual identity works across all channels \u2013 from posters and catalogues to the website and social media.<\/span><\/p>\n

This creates a <\/span>visually striking identity<\/strong> that conveys the spirit of the brand: modern, open, sophisticated \u2013 and always closely linked to the arts.<\/span><\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n

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We are totally enthusiastic about the design in the look of a historical newspaper \u2013 is a strong example of modern brand management. The layout does require some effort, especially when integrating artists or adjusting the order, but the concept is worth every effort. The harmonious overall appearance, including the printed envelope, was extremely well received by our customers \u2013 is proof of how contemporary design makes brands tangible and has a lasting impact.<\/h3>

Dr Isabella Goebel<\/strong>
Owner | munich modern<\/p>\n<\/div><\/div><\/div><\/div><\/div>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"

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 \u2013 sophisticated in expression, clear in communication and flexible in application.<\/p>","protected":false},"author":2,"featured_media":2857,"comment_status":"open","ping_status":"closed","template":"","meta":{"inline_featured_image":false,"footnotes":""},"project_category":[37,38],"project_tag":[],"class_list":["post-3048","project","type-project","status-publish","has-post-thumbnail","hentry","project_category-branding","project_category-messaging"],"_links":{"self":[{"href":"https:\/\/2budesign.com\/en\/wp-json\/wp\/v2\/project\/3048","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/2budesign.com\/en\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/2budesign.com\/en\/wp-json\/wp\/v2\/types\/project"}],"author":[{"embeddable":true,"href":"https:\/\/2budesign.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/2budesign.com\/en\/wp-json\/wp\/v2\/comments?post=3048"}],"version-history":[{"count":10,"href":"https:\/\/2budesign.com\/en\/wp-json\/wp\/v2\/project\/3048\/revisions"}],"predecessor-version":[{"id":29721,"href":"https:\/\/2budesign.com\/en\/wp-json\/wp\/v2\/project\/3048\/revisions\/29721"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/2budesign.com\/en\/wp-json\/wp\/v2\/media\/2857"}],"wp:attachment":[{"href":"https:\/\/2budesign.com\/en\/wp-json\/wp\/v2\/media?parent=3048"}],"wp:term":[{"taxonomy":"project_category","embeddable":true,"href":"https:\/\/2budesign.com\/en\/wp-json\/wp\/v2\/project_category?post=3048"},{"taxonomy":"project_tag","embeddable":true,"href":"https:\/\/2budesign.com\/en\/wp-json\/wp\/v2\/project_tag?post=3048"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}