God is in the details.
- Staatliche Museen zu Berlin
- Verbal Identity
- Visual Identity
Mies van der Rohe’s mantra, ‘God is in the details’, was the starting point of our work for the reopening of the Neue Nationalgalerie Berlin. Our four-stage campaign is a tribute to the architect and his iconic building. Simplicity and reduction define all the design elements: a font (Matter SQ from Displaay Type Foundry), a font style, coloured areas, lines and a grid in the background – all flexibly combinable with each other.
The slogan ‘Die Neue’ (The New) defines a fact, commitment and attitude: it refers to the building completely renovated by David Chipperfield and distinguishes itself from the Alte Nationalgalerie. With ‘Die Neue’, we self-confidently position the Neue Nationalgalerie as the Berlin Museum. We are enriching the cultural landscape of the city and actively helping to shape it.
‘The campaign idea from Stan Hema impressed us because it picks up on the architecture of the building in a visually brilliant and yet very subtle way. Mies van der Rohe’s motto was: Less is more. Stan Hema translates this motto wonderfully into a clear, fresh campaign.’
Executive Director of Freunde der Nationalgalerie e.V.
The four stages of the campaign
First, we generated the background noise before the opening of the architecture in April 2021. Our goal: to anchor the museum in people’s minds by the time it reopened in August and to make a commitment regarding the ‘Neue Haus’. We conveyed the image and provided information about the opening. In stage three, we encouraged people to visit and imparted background knowledge about the Neue Nationalgalerie. Stage four transformed the communication into the regular exhibition programme.