project type Visual identity, Editorial, Website
The Mauritshuis is a museum located in The Hague, home to various Golden Age masterpieces. The graphic identity was inspired by the monogram created by UNA Designers in 1980. The idea of integrating the letter ‘M’ and the silhouette of the museum’s emblematic façade, was the origin of its development. Helvetica was chosen as a way of reducing the sense of stateliness associated with these kinds of institutions, injecting a dose of youthfulness and modernity instead. The colour palette is characteristic of the Netherlands’ iconic Delft’s Blauw porcelain. All in all, the proposed identity provides an invigoration of a much-respected institution – a way to recognize the museum’s history, while also attracting a 21st century audience.