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ARoS Aarhus Kunstmuseum

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Client: ARoS Aarhus Kunstmusuem is an art museum located in Aarhus, Denmark. It is one of the largest institutions in northern Europe, 10 storeys tall with a total of 17,000 m². The museum opened in April 2004 after a construction process that started with a design competition in 1997. The architectural vision of the museum was completed in 2011 with the addition of the circular skywalk "Your rainbow panorama" by Ólafur Elíasson. Problem: ARoS' current visual communication conflicts with their vision to stand out among the worlds most innovative and exciting art museums - The existing logo appears static and conservative. Furthermore their digital communication appears old-fashioned and uninteresting. An expression that reflects neither the museum or art high quality. Solution: ARoS must be branded more as a nuanced experience venue, than as a traditional art museum. By utilizing their unique selling propositions in the visual identity and optimize the flow of communication, the audience will be convinced that ARoS are among the most interesting art museums in the world. Their C.l. must appear unique, recognizable, and challenge the general visual expression of art exhibitions. Therefore I choose to incorporate the existing architecture and circular skywalk into the new visual identity. Each exhibition will it's own unique ARoS' logo attached, generated through an intern application. The website needs to be modernized and tailored to the brand. ARoS must also establish an iconic and exclusive culture magazine under it's own name, to appear more trustworthy to market, and inform the audience about it's current exhibitions and the museum's thoughts towards present artists. - Photos courtesy of ARoS & Schmidt Hammer Lassen. Please visit www.aros.dk for more information. This is project is made as a pitch.
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    ARoS Aarhus Kunstmusuem is an art museum located in Aarhus, Denmark. It is one of the largest cultural institutions in Northern Europe, 10 storeys tall with a total of 17,000 m². The museum opened in April 2004 after a construction process that started with a design competition in 1997. The architectural vision of the museum was completed in 2011 with the addition of the circular skywalk “Your Rainbow Panorama” by Ólafur Elíasson.
     
    Future Vision:
    To stand out among the world’s most innovative and attractive art museums.

    Problem:
    ARoS’ biggest obstacle are their current branding, graphic communication and visual presence which fails to reflect and represent the board of director’s future vision. It all appears static, conservative and old-fashioned + their digital presence has exceeded its expiration date years ago.

    Strategy:
    In order to become part of the world’s most innovative and attractive art museums, ARoS needs to redesign their entire brand and utilize their unique selling propositions in their visual identity. Their visual appearance must appear unique, recognizable and challenge the general visual expression of art exhibitions. Furthermore, they should distribute their profound knowledge of art to proof their integrity.
     
    Solution:
    By utilizing the existing architecture (Your Rainbow Panorama) into the visual identity, each exhibition can now have its own custom logo attached, generated through an internal logo application. The website needs to be modernized and tailored to the new brand as well. ARoS must also establish a bold and iconic art publication, published biannual. under its own name to: appear more trustworthy, inform the target-group about upcoming exhibitions and publish the curators profound thoughts towards the current art world.

    Agency: School of Visual Communication
    Client: ARoS Aarhus Kunstmuseum
    Creative Field(s): Art Direction, Branding, Concept Development, Digital Design, Editorial and Graphic Design.
    Type: Proposal (Bachelors Project)
    Year: 2013

    Image courtesy of ARoS Aarhus Kunstmuseum & Schmidt Hammer Lassen.
    Please visit www.aros.dk for more information regarding the museum.
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    New Logo
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    Exhibition Design
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    Art & Culture Magazine
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    Website



  • Thorbjørn Gudnason
    www.tgudnason.com

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