Van Gogh Museum presents new corporate identity

Van Gogh’s characteristic brushstrokes, the colours blue and yellow, and quotes from the artist himself

1 June 2011

From today the Van Gogh Museum has a new corporate identity built around the artist's characteristic brush strokes, his use of blue and yellow as featured in the enormously popular works Sunflowers and Almond Blossom, and quotes from Van Gogh’s letters. Axel Rüger, director of the Van Gogh Museum, presented the new museum logo and handed out the first new poster tubes and bags to the public: “With almost 1.5 million visitors annually, the Van Gogh Museum is the most visited museum in the Netherlands and number 23 on the list of best visited museums in the world. The museum distributes around 50,000 poster tubes and 250,000 bags every year. From today the new ‘sunflower yellow’ poster tubes and bags will be a familiar sight on the streets of Amsterdam.

Storytelling with quotes from Van Gogh himself
“Our new logo is a square inspired by the form of the museum’s Rietveld building. It is a stamp with which we want to ‘brand’ our name upon all that we do”, says Rüger. “The ‘footprint’, a new form element in our corporate identity, symbolises Van Gogh’s characteristic brush strokes.”

But Van Gogh is more than just his paintings. Rüger: “The museum and its staff have a wealth of wonderful stories about Vincent van Gogh, his work, his letters, his family, friends and contemporaries. We carry out substantial research into the many facets of his work, his life and the times in which he lived. You can see an example of recent results of this research presented in the new exhibition Van Gogh in Antwerp and Paris: New Perspectives which opens on 22 June. In this way we broaden and deepen our story and continue to add new elements to it. This storytelling is expressed in the new corporate identity in the form of quotes which we will be using as a permanent feature, for example ‘…the painting comes to me as if in a dream.’, ‘I want to make drawings that move some people.’, and ‘…in a painting I’d like to say something consoling, like a piece of music.’ These quotes give us insight into his thoughts which are expressed in the more than 800 letters he wrote, including those to his brother Theo. In this way we can pass on his legacy to the new generations and so keep his inspiration alive.” The new corporate identity was designed by Koeweiden Postma.

From today the new ‘sunflower yellow’ poster tubes and bags from the Van Gogh Museum will be a familiar sight on the streets of Amsterdam

From today the new ‘sunflower yellow’ poster tubes and bags from the Van Gogh Museum will be a familiar sight on the streets of Amsterdam. The new corporate identity of the museum is built around the characteristic yellow used in ‘Sunflowers’, one of Vincent van Gogh's most popular works, and quotes from the artist himself.
 

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