With changes in the Städel Museum’s positioning in order to reach a broader audience, the visual identity was redefined. The museum now presents itself as comprehensive brand. Its distinctive logo, a big “S”, is the key element of the design and clearly identifies the museum in the upper left-hand corner in all forms of x media. The signet provides a solid basis for a flexible corporate design, which allows for discreet internal communication as well as a bold, attention-grabbing communication for exhibitions. The foundation for the flexible, cross-media design is the versatile typeface “Freight”.