My aim was to create a flexible visual identity that represents Danish design in a timeless way. Additionally, I wanted to create cohesion and clarity in exhibition signage, and use consistent wayfinding and visual cues to emphasize intended movement through the space.

•  The visual identity is applied inconsistently, and does not successfully represent Danish design. 
•  There is a lack of a consistent method to show Danish versus English text
•  The wayfinding is disorganized. For example, it is hard to find Porcelain Collection- many don't know there is a second level to the museum.
•  Many visitors aren't sure which direction to start exhibitions from when they enter the museum; staff must redirect.

To create a flexible visual identity that represents Danish design in a timeless way

One aspect of the museum's existing brand that I thought was successful was their Instagram presence. The ‘D’ mark is iconic & strong, and their photos convey simplicity & lightness. I wanted to bring these characteristics into the rest of their visual identity.

The logomark is a letter ‘d’, which highlights the most important aspects of the museum, ‘Design’ and ‘Danmark’. It is broken down into its two simplest elements— a circle and a line. In branding, the circle and line can be used as graphic elements in a variety of ways. For example, the circle and line are overlayed on photographs in a way that creates interest. This represents the core idea behind design— taking simple elements and creating a multitude of solutions out of them. 

Lines are used to indicate directionality, echoing the elements of the logomark. Danish text is in black and English text is in blue on all signage to add cohesion and clarity in the visitor experience.

The icons used within the museum are made up of simple geometry, derived from the circle and line shapes within the logomark.