The Van Gogh Museum in Amsterdam has the world’s largest and most important collection of Van Gogh paintings and drawings, it is one of the world’s most visited art galleries.

In collaboration with design agency Koeweiden Postma we developed a brand identity for the Van Gogh Museum. The biggest challenge was to develop a visual identity that connects the museum closely with the artist and his work and would evoke associations with Van Gogh at a glance, without compromising the integrity of his work, already being overrun with bland copies and commercial interpretations. Following a deep-dive into the artist’s work, we were struck by the simplicity of the brushstrokes in his famous paintings. This served as the basis for this visual identity.