Built in the seventeenth century, the Mauritshuis has been the home of the Royal Picture Gallery since 1822. Its opulent rooms are filled with Dutch Golden Age masterpieces. Following a two-year refurbishment, the Mauritshuis reopened in June 2014 with this new visual identity. Inspired by artists’ monograms, the new logo overlaps reproductions of key paintings to communicate a clear link between the museum and its collection. Supported by a contemporary wordmark, the logo hints at the museum’s heritage while placing it in the 21st century. A new photographic style shows paintings in context, through doorways. The core colour evokes royalty, the Golden Age and the building’s baroque interiors.