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Branding and Corporate Design


Rigorous transformation

Rigorous transformation

The Museum für Gegenwartskunst Siegen focuses not only on present-day art in the fields of painting, photography and video and indeed time-based media and installations, but on their roots as well. hauser lacour has been acting as consultant to the renowned institution for all aspects of its corporate design since 2005. 

The figurative mark as a constant

When hauser lacour was producing first drafts for the Museum’s corporate design, the figurative mark, a blurred cube, already existed, and was to be kept. Between 2005 and 2008 it had the same status as the heading Museum für Gegenwartskunst Siegen and the exhibition information, as they were all positioned on black bars in the upper third of the surface area. This gave all media a striking, uniform appearance.

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Combined logo

In 2009 the Museum underwent a transformation and positioned itself as a brand. Consequently, hauser lacour grouped the figurative mark and the heading on a white background as a single entity. Clearly set apart from this eye catcher, all the other information follows on thin white bars. The revamped corporate design is simple and timeless, but nonetheless self-confident.

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Greater freedom
with regard to poster design

Three years later the Museum directors decided it was time to tone down the rigor of the corporate design, at least as far as poster design was concerned. The font therefore had to be bigger and more legible from a distance, the layout be more flexible, and color had to be allowed to feature as well. The logo module remained as before on the top left, but hauser lacour allowed all other typographic elements to appear in various positions so as to be able to respond better in each case to the image.

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Responsive website

The simple appearance of the corporate design can also be found on the Museum für Gegenwartskunst Siegen website. It offers a clear presentation area for the various events, which are prepared in modular form and as such can be accessed quickly and easily via all relevant devices. The used colors are derived from an installation in the Museum tower.

hauser lacour mgk siegen mobile website

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