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 ensure and develop 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.
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 easy 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, allowing the museum to highlight and stress when necessary, underlining the museums curatorial role.
Further, e-Types developed a custom typography "Hill" for SMK. Designed in many different weights, Hill allows the museum a multitude of expressions; from classic to thoroughly modern.
Finally, a new prefix 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 and CCA, etc.
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 easy 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, allowing the museum to highlight and stress when necessary, underlining the museums curatorial role.
Further, e-Types developed a custom typography "Hill" for SMK. Designed in many different weights, Hill allows the museum a multitude of expressions; from classic to thoroughly modern.
Finally, a new prefix 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 and CCA, etc.
