More hope, less fear

Culture

The Dresden State Art Collections formulated their vision and further developed their brand positioning together with Stan Hema. The new brand identity conveys the power of community and is an invitation to visit an open, curious and cheerful Dresden. The reward: in 2018, the Dresden State Art Collections were voted European Cultural Brand of the Year.

The Dresden State Art Collections are an internationally renowned network of a total of 15 museums in the Dresden municipal area. Together with four other institutions, they represent thematic diversity that is internationally unique. With that in mind, the State Art Collections see themselves as an institution with a social mission, as a place of pluralism. They are where all those who understand art and culture as a means of shaping our world meet.

Especially in the ‘debate capital’ of Dresden, where current issues are manifold and constantly under the microscope, art and art education have political significance and fuel civic engagement. In a short, intensive collaboration with the Dresden State Art Collections, we formulated the vision ‘Working together’. It will shape the work undertaken in the next few years, both internally and externally.

To match the refreshed brand, we developed a contemporary, radically simple design system. The State Art Collections want to be visible, inviting and courageous. The three elements of the logo, typeface and colour together with the principle of central placement are plenty to achieve that. The system is flexible, visually powerful and makes the Dresden State Art Collections unmistakable.

It was particularly important to us that the visual elements encourage people to design with them, rather than against them. The image mark in particular offers all creatives the opportunity to integrate an additional narrative into the design and tell stories.