Stan Hema

Where thinking out loud is a duty

Culture

The Jewish Museum Berlin (JMB) is a meeting place that invites people to reflect on society. In spring 2020, Europe’s largest Jewish museum further developed that approach and what it offered: with a completely revised permanent exhibition, a children’s museum and a new image designed by Stan Hema – including the strategy, brand architecture, mission statement process and JMB Pro house typeface.

At a time when public discourse is defined by permanent outrage as well as marginalisation and exclusion, the JMB looked to send a message of encouragement with the call to: ‘Think out loud!’ This brand idea is an invitation to visitors and also to the museum itself to be widely heard with a self-confident appearance. It appeals to people who have questions, who are curious, who want to understand. Who want to listen, have a say, to stay in touch and in conversation.

Throughout the process, the museum and Stan Hema embodied the brand idea. With a permanent museum team, we were able to work on the brand and the mission statement in an agile way. The idea became a strategy, and that became a design characterised by openness to change and discourse.

The exclusive typeface JMB Pro, designed by Stan Hema, is omnipresent in the museum’s appearance. It consists of classic sans serif letters, from regular to black, and a headline font that surprises with randomly generated asymmetrical slants in some letters. Instead of one ‘official’ form, there are several, allowing JMB Pro to embody diversity and a change of perspective.

Like the Jewish Museum Berlin, its visual identity is not hidden. It celebrates individuality and cultural diversity. ‘Our brand idea “Think out loud!” is an invitation to people to stay curious, to listen, to get in touch with each other. A plea for diversity and mutual respect,’ emphasises brand strategist Doris Schlieper.

Period
2017–2020
Services
  • Analysis and Insights
  • Brand Strategy
  • Brand Architecture and Portfolio
  • Communication Strategy
  • Brand Design
  • Naming
  • Mission Statement
  • UX/UI Design
  • Brand Guideline
  • Process Consulting
Team
Contact Person
Andreas Weber
Brand consulting, Managing director
Website
jmberlin.de

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