The Museum Boijmans Van Beuningen is an iconic institution in the city of Rotterdam, known for its vast art collection and unique exhibitions. However, due to long-term renovations taking place at the museum’s original location, the institution has temporarily relocated to several sites across the city. The Depot is the world’s first publicly accessible art depot. The Zuid. location, situated in the Feyenoord area, is an innovative space that offers a diverse program of events and activities to the local community. At Zuid., the museum’s collection is combined with contemporary cultures, providing an opportunity for the community to engage with the museum’s offerings in a unique way. The location also offers art classes for students from different schools, providing opportunities for talent development for young artists. We previously designed the ‘three-line’ for the Boijmans museum and the ‘five-line’ for the Depot. To create a visual identity for Zuid., we collaborated with stakeholders and co-conceived a logo that represents the location’s mission and values. The logo design took inspiration from artist Claes Oldenburg’s sculpture, the Screwarch, which is located in the museum’s garden. The sculpture, which symbolises a bridge connecting different worlds and points at Zuid.’s neighborhood-oriented activities, was inspired by Rotterdam’s plan to build a bridge across the Nieuwe Maas. The new logo design incorporates an abstracted screw with many white rays, referencing the Screwarch and the bridge it represents.
As part of the logo design, three dedicated typographies were created, each using the same typeface as a base. The result is a cohesive visual identity across all three locations that represents the museum’s commitment to the community and its mission to bring art to a wider audience.
In summary, the Museum Boijmans van Beuningen’s Zuid location is an innovative space that offers a diverse program of events and activities for the local community. The new logo design and dedicated typography reflect the location’s mission and values, symbolising the bridge between different cultures and worlds that the institution aims to create.