Brandts Museum

A unique rebrand of one of the best museums in Denmark. A new identity that embraces two locations, a wide variety of exhibitions, and the simple basic values of Brandts.

Brand Identity, Branding, Strategy, UX, Web Design

A complete rebranding

The brief

The challenge was clear. Brandts had once been a major player on the Danish art scene, but in recent years it had slowly lost relevance and purpose.

Brandts, a contemporary art museum in Odense, Denmark, was facing a number of strategic and artistic challenges. Stupid Studio was brought in to help Brandts redefine what it meant to be an art museum, and how a physical museum of visual art could fit into

the vast and growing array of cultural possibilities in the digital world. Stupid worked closely with the entire Brandts organization on the creation of a new visual identity and communication platform.

Three Distinct Challenges

Lost Relevance

Brandts had lost its relevance and was no longer an influential player on the cultural scene in Denmark. It needed a clearer profile and a sharper strategic approach to find its voice

Two Buildings, Far Apart

Brandts had adopted another old art museum at a completely different location. The other building had to be integrated into the brand and brand communication.

Putting Its Stamp On New Shows

Which is most important? The artist or the museum? That’s a chicken-or-the-egg question, but there’s no doubt that it’s easier to brand a museum.

One Museum – But Two Locations

The Identity As Navigational Element

The challenge of the second building was addressed with a subtle and elegant variation on the key visual. The bold and graphic Brandts ‘B’ was the main graphic element, but with a small adaptation, the ‘B’ turned into the number 13 – coincidentally, the street number of the second building. Thirteen is traditionally an outlaw number, which some people believe brings bad luck, and the new building houses slightly more outlaw art — freaky, funky and eccentric works by up-and-coming artists.

“It’s easier to brand a museum as the place to be than to brand a new artist over and over again”

Daniel Gjøde


The Artist Or The Museum?

How To Brand A Museum

Which is most important? The artist or the museum? That’s a chicken-or-the-egg question, but there’s no doubt that it’s easier to brand a museum. A museum can become known as a place where you can always see something new and exciting. That’s much easier than trying to brand a new artist, and then the next new artist, and then the next new artist after that.

For us, it was crucial that the new Brandts identity be able to brand the museum in a consistent manner and at the same time present each artist or exhibition as unique and worthy of respect.

The two key visuals – the B and the number 13 – were used as stencils throughout Brandts’ marketing material. This created consistency throughout Brandts’ communication platforms and activities.

Coherent Branding And Increased Ownership

Taking The Brand Back

The new Brandts identity isn’t trapped within a fixed palette of colors when it came to marketing exhibitions and events. Instead, a single key color is chosen for every exhibition. The key color serves as both a well-chosen supplement to the exhibition at hand and as a navigational element.

Using the key visuals as graphic overlays immediately gave Brandts its clarity and ownership back. Brandts marketing can now be coherent no matter what exhibition happens to be on at the moment.

A New Poster Concept

Let's Cut Some Corners

he B is a powerful graphic element and there are times when it’s just too much for an artist or the artist’s work.

That’s why we came up with an additional branding element: the Graphic Frame. The frame is formed by cutting of two corners of a common rectangular frame, leaving a similar visual impression to the B and the 13. On posters, flyers and other printed material, the corners are actually cut off.

Simple And Accessible

Brandts Online Presence

Online, Brandts’ new presence is focused on the visitors’ experience before, during and after their time at the museum. This meant more room for the experience, visuality and a strengthening of their branding through the use of the same design elements as in their other activities.

Always On The Go

User-Centered Design

We made sure the Brandts museum site worked on all platforms so that it would be there when the user needed information. Our research showed that museum websites are often used to get practical information right before a visit, or to check up on which exhibits are showing right now. In other words: Usage is based on context, based on both time and location.

Exhibitions Are King

Let's Not Forget

While user context is important, leaving the right impression about the exhibitions is crucial. We wanted to spark people’s curiosity and inspire them to go see the exhibits for themselves.
Brandts museum took a strategic decision to work with themed exhibitions, which gave the shows a much broader appeal to the public in general.

“Stupid created a living and dynamic identity for Brandts. Their work is spot on, and a perfect start on the journey we have just begun: Creating Denmark’s best museum”

Mads Damsbo

Director, Brandts

Christian Mogensen

Partner, Creativity & Impact

Christian is all about the vortex between brand identities, motion graphics and digital. He has worn many hats in his career; entrepreneur, advisor, strategist, creative director, CEO. As a result, he has a unique ability to manage multi-disciplinary projects and to navigate complex challenges.

Send mail +45 3020 8686