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RIJKSMUSEUM  REBRAND  (personal practice)Wed OCT 19 2022


This project is a brief set for myself to rebrand the Rijksmuseum. Learning from the existing branding of the museum, my own interpretation was created with the aim of enhancing clarity and modernity.






The Rijksmuseum boasts over 200 years of history as the largest museum and public library in the Netherlands. Its unique architectural structure consists of two squares, each with an atrium at the centre, connected by an aisle. Well-known for its rich collection of Dutch paintings, the reputable institution is hosting more and more contemporary exhibition in recent years.




Previous branding



In 2012, the museum underwent a rebranding by Irma Bloom, who designed a set of new typefaces which express freshness and modernity, echoing the museum’s claim to be ‘brimming with new possibilities. The font increases the readability of the logo, making the brand modern and more approachable. In this curation, my design adheres to the concept of minimalism, allowing the text to be the only element.

As a personal practice, I wish to learn from the simplicity and try to enhance the brand's memorable points.






Rebrand identity








The idea of this rebrand is to enhance the contemporary quality of the Rijksmuseum, acknowledging its unique dual function as both a museum and a library.

To keep a clean look, I chose the basic black-white-grey as the main three colours of the brand, which serves to highlight the logo which will be the focus point of memory. Raleway italic is used to counterbalance the squareness of the design. The logo is composed of the letters R and M, which can stand for more than just the initials of the institution.




an open book;
an exhibition room;
a corner?

the artwork;
the treasure;
an idea?
a display;
an aisle;
an entrance?


Experiment shapes/form



































There is a lot of space for the logo to be transformed and applied for stronger visual impressions. However, after a few experiments on shapes and forms, I thought it was effective enough for the logo in its original form.



Brand assets










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