Museumsquartier Bern
Experience. Encounter. Inspiration.
Year
February 2025
Industry
Culture / Sports, Public / NPO
Context
Between Helvetiaplatz and Kirchenfeldstrasse beats the cultural heart of Bern: the Museumsquartier Bern. Eleven cultural and educational institutions, one common goal – to become visible.
Noord was commissioned with positioning and conceptual development. The challenge? To create a strong umbrella brand that unites all institutions and develops radiance with a clear message. To bundle communication, define a common direction, and at the same time preserve diversity – a task that especially appeals to us.
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The shape of the logo is based on the layout of the quarter and gives the brand a clear visual anchor.
The developed design language is also reflected in the key visual, creating a consistent visual connection.
In close collaboration with the institutions, we developed the central positioning facets in a brand workshop. The brand character is adaptable and open – and precisely these qualities give the new umbrella brand its strong identity.
From the different layouts of the institutions and the spaces between them, a flexible, dynamic brand mark emerged – with a clear anchoring in the quarter and strong expression.
Like the design language of the brand mark and logo, the colors also originate from the quarter. A photographic documentation created on site formed the basis for a color world that reflects the diversity of the institutions and fits the positioning.
From origin comes movement, from movement an experience.
Shapes and colors are central elements of the brand identity – they shape a distinctive visual language that works even without additional imagery.
For the launch, an installation was conceived that places its eleven institutions and the Museumsquartier itself at the center.
The installation not only makes the new design language and color world tangible, but also gives the Museumsquartier a striking identity.
At the gateway to the quarter, the characteristic design language presents the eleven institutions and the Museumsquartier itself on its four sides.
The in-between spaces of the Museumsquartier become vibrant places of encounter, whose boundless radiance is formally reflected in the poster design.
Experience the diversity of culture, history, science, art, and innovation for five months. (Available in all participating institutions and at Bern Welcome)
