The Brand Identity

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Stan Hema’s campaign for Berlin’s Neue Nationalgalerie follows the mantra of Mies van der Rohe

Berlin-based branding agency Stan Hema has designed the grand reopening campaign for the German capital city’s Neue Nationalgalerie, a museum dedicated to 20th Century art, following its six year restoration. Paying homage to the building’s maker Ludwig Mies van der Rohe, Stan Hema followed the architect’s mantra “god is in the details” as their guiding light across the campaign, resulting in a true demonstration of graphic clarity – relying on the strength of its minimal graphic features.

Mirroring the modernity of the building’s architecture, and the content of its gallery walls, the campaign utilises Displaay’s Matter SQ as their hero typeface, a pragmatic grotesque sans that exudes a subtle charm alongside its timeless rigour. “The typeface is not closed off nor unapproachable, but very open and modern,” Stan Hema’s Peer Hempel tells us, “just like the architecture of the Neue Nationalgalerie.” Championing the refined forms of Matter, the campaign showcases the impact of graphic reduction, and the strength of simplicity; culminating in a balance of stark style and visual warmth.

Typeface: Matter by Displaay Type Foundry

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