Centraal Museum in Utrecht is one of the leading visual arts institutes in the Netherlands. It has 5 very diverse collections, ranging from classic paintings to local artifacts and contemporary fashion. By the time we were invited to create a new brand identity this diversity had resulted in a fragmented and unclear brand expression.

We had always felt that the name ‘Centraal Museum’ was exceptionally strong. With the museum’s new strategy of operating more actively as a cultural hub it only increased in relevance. By coincidence the museum is placed geographically exactly in the middle of the Netherlands. So when we put a circle on the map to mark the museum’s location, the idea behind the new brand was born.