NEZU MUSEUM Design & Branding LOGO FOR NEZU MUSEUM by Peter Schmidt Group Hamburg

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Industry Museums & Libraries
Media Design & Branding
Market Germany
Agency Peter Schmidt Group Hamburg
Released October 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: NEZU MUSEUM
Product/Service: MUSEUM
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: PETER SCHMIDT GROUP, Hamburg, GERMANY
Entry URL:
Media placement: CD - Museum - 01.10.2009

Describe the challenges and key objectives
In 2008, after the construction of a new building for the museum was completed, we were called upon to create a new brand identity for Nezu Museum that would appropriately communicate its rejuvenation. In order to meet the rebrand’s objective of connecting with a larger, more international target group, an international logo was required.

Describe the brief from the client
Founded in 1941 by Kaichiro Nezu, Tokyo’s Nezu Museum is a leading private institution for pre-modern art. In addition to its unique art collection and architecture, the museum is surrounded by a Tea House garden ambiance. This total environment comes together to create a perfect symbiosis.

Describe how you arrived at the final design
We sought to distinctly visualise the symbiosis of two key elements, family engagement and fine arts. Additionally, the logo exposes several dimensions or views in a very soft and dynamic structure, and it also connects the eastern and western worlds through a (linguistic) signage system that is globally understood. This resulted in a new logo that is based on four influential pillars: 1. The museum’s initials: N and M 2. The schematic depiction of a Japanese folding screen 3. Connecting its name, NEZU, with its beautiful collection 4. Citing the architectural form and material language

Give some indication of how successful the outcome was in the market
The reopening of Nezu Museum with its rebrand in the Fall of 2009 was a major national event, gaining extensive national and international media coverage. Since, we have received an overwhelming positive response for our work. Yet, as is the nature of art, it is difficult to calculate the exact magnitude of this success.