New identity for the home of Dutch Golden Age painting

Museums and galleries have been rebranding themselves left, right and centre, recently — reviving the allure of viewing objects and art in their physical form, rather than just perusing an echo of their existence online. We’ve seen brand reinventions of the Whitney by Experimental Jetset, the Serpentine by Pentagram and the Jewish Museum by Sagmeister & Walsh.

A fine example of Dutch Classicist architecture, the Mauritshuis underwent a rebrand courtesy of Studio Dumbar following a two-year refurbishment. Home of the Royal Picture Gallery since 1822, its opulent rooms are filled with Golden Age masterpieces including The Goldfinch by Carel Fabritius, Rembrandt’s The Anatomy Lesson of Dr Nicolaes Tulp and Girl with a Pearl Earring by Vermeer.

Inspired by artists’ monograms, the new logo “overlaps reproductions of key paintings to communicate a clear link between the Mauritshuis and its collection.” Supported by a contemporary wordmark, the logo “hints at the museum’s heritage while placing it in the 21st century.” Golden Age paintings are defined by their details, as a homage to such fine craftsmanship the “core colour evokes royalty, the Golden Age and the house’s baroque interiors, while a brighter secondary palette echoes its famous damask wall coverings,” the studio explains.

“We applied the identity to a range of collateral including entrance tickets, invitations, ground plans, trams and flyers, as well as a new and comprehensive collection catalogue.” Extending the brand, Dumbar also created a new identity for The Friends of the Mauritshuis – a foundation that supports the museum with funding for new acquisitions and exhibitions.

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