SMK
- Client SMK – National Gallery of Denmark
- Project New name, visual identity, photo concept, marketing and publication concept
- Year 2009-2010
Framing the Arts
SMK - The National Gallery of Denmark boasts 700 years of fine art under one roof making it the largest fine art institution in Denmark. The museum's mission is to document, collect and exhibit the
most influential and important works in art history. Following the appointment of a new director and the subsequent development of a new strategy meant to guarantee and extend SMK's position as
lead cultural institution, e-Types assisted in the rebranding of the museum - developing a new name and visual identity to support SMK´s strategic advances.
Discover the arts at:
In conjunction with the new strategy, e-Types was asked to develop a visual identity that would highlight the museums role as the institution that curates and frames the
most essential art of all times. Wanting a literal and straight-forward approach that could fathom the historical depth and scope of the museums vast collection, e-Types used a simple yet effective
handle - the frame - as the cornerstone of the identity underlining the museums curatorial role while allowing SMK to highlight or "frame" content when needed.
An international name for an international institution
As a part of the solution the abbreviation SMK has been introduced to the specifically Danish "Statens Museum for Kunst". Long used internally at the museum as an abbreviation of its Danish title, e-Types and the museum settled on SMK - an easy and catchy title which in the long term seeks to position SMK - The National Gallery of Denmark among the international elite institutions like MoMA, the Met, CCA, and others.
Complementing the new name, the frame has also been developed as a key fixture in the overall communications strategy developed around the design. The frame varies in form depending on the subject or the format of the communication channel - be it a publication, poster, catalogue or website. This allows SMK to use the frame to curate their communications, giving them control and ownership over their brand while allowing for the optimal representation of the art itself - a central dilemma for SMK who often have to balance maintaining their own brand while awarding space to the artists exhibited.
The design solution also solves one of the central challenges for SMK - managing the institutions many sub-brands and activities. e-Types created a strong brand hierarchy where SMK is always communicated clearly thereby tying the institutions many activities together without stifling the institutions diversity.
All art has been contemporary
To complete the identity e-Types developed a custom typography "Hill" for SMK. Designed in many different weights, Hill offers the museum a multitude of expressions to fit their wide variety of content; from classic to thoroughly modern. However, the overall impression of the typography and visual identity carries a contemporary expression. As the Director at SMK Karsten Ohrt says: "All art was at some point contemporary" pointing towards the institutions belief that all art at SMK is relevant for today's audience. For this reason Hill is designed as modern typeface with characteristics borrowed from woodcut and hand carvings - pointing towards the long-lasting artisanal tradition in art.
Furthermore the stamp-like quality of the design - consisting of the frame, the logotype and the crown in unison - can be used as a focus area, pointing towards SMK´s role as the institution that displays and communicates the most outstanding art through history. Allowing pictures to break the borders of the stamp, counterbalances the academic and institutionalized role of SMK, referencing art as a medium for creative exploration and boundary breaking.
An international name for an international institution
As a part of the solution the abbreviation SMK has been introduced to the specifically Danish "Statens Museum for Kunst". Long used internally at the museum as an abbreviation of its Danish title, e-Types and the museum settled on SMK - an easy and catchy title which in the long term seeks to position SMK - The National Gallery of Denmark among the international elite institutions like MoMA, the Met, CCA, and others.
Complementing the new name, the frame has also been developed as a key fixture in the overall communications strategy developed around the design. The frame varies in form depending on the subject or the format of the communication channel - be it a publication, poster, catalogue or website. This allows SMK to use the frame to curate their communications, giving them control and ownership over their brand while allowing for the optimal representation of the art itself - a central dilemma for SMK who often have to balance maintaining their own brand while awarding space to the artists exhibited.
The design solution also solves one of the central challenges for SMK - managing the institutions many sub-brands and activities. e-Types created a strong brand hierarchy where SMK is always communicated clearly thereby tying the institutions many activities together without stifling the institutions diversity.
All art has been contemporary
To complete the identity e-Types developed a custom typography "Hill" for SMK. Designed in many different weights, Hill offers the museum a multitude of expressions to fit their wide variety of content; from classic to thoroughly modern. However, the overall impression of the typography and visual identity carries a contemporary expression. As the Director at SMK Karsten Ohrt says: "All art was at some point contemporary" pointing towards the institutions belief that all art at SMK is relevant for today's audience. For this reason Hill is designed as modern typeface with characteristics borrowed from woodcut and hand carvings - pointing towards the long-lasting artisanal tradition in art.
Furthermore the stamp-like quality of the design - consisting of the frame, the logotype and the crown in unison - can be used as a focus area, pointing towards SMK´s role as the institution that displays and communicates the most outstanding art through history. Allowing pictures to break the borders of the stamp, counterbalances the academic and institutionalized role of SMK, referencing art as a medium for creative exploration and boundary breaking.
