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Rijksmuseum Boerhaave

Contributed by Matthijs Sluiter on Feb 12th, 2018. Artwork published in
December 2017
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    logo_rmb_website_youtube.jpg.1360x760_q85_crop_upscale.jpg
    Source: https://rijksmuseumboerhaave.nl License: All Rights Reserved.

    Rijksmuseum Boerhaave, one of 16 national museums in the Netherlands, is home to “One of the most important scientific and medical history collections in the world”, according to The Times.

    The rebuilding of the interior in 2016 was also an opportunity to reconsider the museum’s position. The Hague-based Silo Agency developed a new brand strategy, identity and means of communication; Fabrique is responsible for the new Boerhaave website. Boerhaave’s focus shifted from being “treasurers of a collection” to “offering the experience of discovery”.

    Looking at the new graphic identity, the rebranding process must have been fun and exciting. On Silo’s Vimeo channel, a case animation and an experiment reel show how the main parts of the new logo, a square and a circle, can interact. Where circle meets square, chemistry happens. Glitches, distortion, blobs and sounds present Boerhaave in an abstract way exciting, fun, maybe even slightly disturbing.

    In the main uses of the new identity (posters and website), the experiments are toned down. The logo animation became a mouse-over behaviour in the website. In print, the extra large ‘b’ logo somehow still seems to suggest it could change shape any moment. The suggestion of change is reinforced throughout all means of communication through the use of Optimo’s Px Grotesk for all text, from wordmark to logo. Px Grotesk changes its face from square to round, from human to mechanic in almost every word. In text sizes, Px Grotesk’s quirks almost seem absent; in larger sizes, its quirky glyphs amplify the colourful imagery, while adding a twist to the rational and austere side of both the font itself and Silo’s typography.

    boerhaave-1280x851.jpg
    Source: https://www.siloagency.com License: All Rights Reserved.

    Billboard with one of the posters introducing the new identity.

    RBH_logo_serie.jpg
    Source: https://www.siloagency.com License: All Rights Reserved.

    Logo and logo stills

    RBH_posterseries-1280x1479.jpg
    Source: https://www.siloagency.com License: All Rights Reserved.

    Poster campaign

    680272321_960.jpg
    Source: https://vimeo.com License: All Rights Reserved.

    Video still

    657342341.jpg
    Source: https://vimeo.com License: All Rights Reserved.

    Video still

    677877983_780x439.jpg
    Source: https://vimeo.com License: All Rights Reserved.

    Video stills

    Boerhaave_website2.jpg
    Source: https://rijksmuseumboerhaave.nl License: All Rights Reserved.

    Pages from the new website. The English language part of the website covers the most important information for non-Dutch speaking visitors.

    Boerhaave_website.jpg
    Source: https://rijksmuseumboerhaave.nl License: All Rights Reserved.

    Detail page of the Boerhaave website. Part of the collection is accessible through the website with clear photography and compact information about a variety of collection objects.

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    • Px Grotesk

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