{"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 - 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 - 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 achieve this, <\/span>Communicating art in a tangible way<\/strong> and <\/span>Contemporary positions in a historical context<\/strong> to anchor it. Each exhibition has a different theme each year, which runs as a common thread through all media. This creates a <\/span>coherent narrative<\/strong>, which is continued visually, linguistically and spatially.<\/span><\/p>\n

The aim was to, <\/span>to create a brand that appeals to artists, galleries and collectors alike<\/strong> \u2013 as a platform for exchange, promotion and international networking. munich modern is thus positioning itself as a <\/span>cultural brand<\/strong>, that is both aesthetically pleasing and recognisable to the public.<\/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 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 <\/span>Modern layout principles and digital adaptations<\/strong> \u2013 ensures that the image works on all channels, from posters and catalogues to the website and social media.<\/span><\/p>\n

This creates a <\/span>Visually strong identity<\/strong>, that conveys the spirit of the brand: modern, open, cultivated \u2013 and always close to art.<\/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}]}}