The 2012 visual rebranding of Amsterdam’s Stedelijk Museum was designed by Mevis & Van Deursen, and includes a website, publications, newsletter, stationery, and posters. The S-shaped logo is based on Union, a typeface designed in 2009 by Czech-born Radim Peško:
Union derives from the two most commonly used typefaces on PC and Mac platforms: Arial and Helvetica. Essentially, Union is a synthesis of these typefaces; its contours have been adjusted to retain the flexibility characteristic of both fonts. Union is intended for situations where Helvetica seems too sophisticated and Arial too vulgar, or vice versa.
The museum’s unique relationship with graphic design dates back to Wim Crouwel 1964 ‘SM’ logo and Experimental Jetset’s 2004 ‘SMCS’ temporary logotype and sign system. Expectations for this redesign were high after a previous identity proposal (the outcome of an international competition) by French designer Pierre di Sciullo had been ditched by the newly arrived Stedelijk director, Ann Goldstein.
Andreas Kofler – 27/06/2016