The Stedelijk Museum Schiedam is probably the friendliest museum of the Netherlands, with an astonishing collection of CoBrA and contemporary art. It’s a museum where visitors can decide how much their lunch costs and where locals have the chance to create their own exposition. The museum, however, had a problem to deal with: not that many people knew where the city of Schiedam was located (next to Rotterdam) or that it had a museum.
To give the museum a new chance to present itself to a wider audience, KesselsKramer developed a new identity for the museum, one that uses an asterisk to provide some extra information or a fun fact about the art on display – like why Karel Appel’s work is in a museum and your five-year-old cousin’s drawings are not (yet).
As the new identity has to cater to both local citizens and the national museum crowd, the visual style has been kept clean and the tone of voice is easy to understand and slightly tongue-in-cheek, without any jargon or pretensions.
Also, the Stedelijk Museum Schiedam has been nominated to win the Dutch Museumprijs for the most visitor friendly museum. They definitely deserve it, so feel free to vote for them! Much appreciated!