Brand Design

Nxt Museum – Shifting Perspectives

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The Nxt Museum opened in Amsterdam in August 2020 and is the first museum in the Netherlands dedicated to new media art. Driven by the idea that the future is one of the most fascinating concepts for the human mind, the museum fuses art and technology to discuss and present what the future might bring. The goal of the brand identity was to convey both the authority of an art institution and the spirit of innovation and technology. The result is an appearance that plays with abstract, dynamic shapes and colours that blend into each other. Combined with a strictly graphic yet spatial logo that depicts a refined geometric shape on a white grid, the achieved design identity can be both bold and at the same time live in the background to let the art speak. It authentically reflects exactly what the museum intends, which is to exhibit large-scale new media art installations that emerge from interdisciplinary collaborations between artists, designers, technologists and scientists, and to offer multisensory, visually rich experiences to a wide audience.

Statement by the Jury

The brand design for the Nxt Museum is characterised by a fully coherent visualisation of the museum’s message. The three-dimensional logo reflects the scope and realms that media art is capable of opening up, both technologically and aesthetically. The way the shapes and colours in the analogue media also flow into each other underscores the contents in a poignant, skilful and convincing manner.

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