By changing their name from Kunstindustrimuseum (Museum of Industrial Arts) to Designmuseum Danmark, new life was breathed into this classic, Copenhagen cultural institution, and the number of visitors soared. But with a new name comes new expectations, and the museum was on the look-out for a new identity to go with the name.

Working under their new credo “We share design” – the museum has embraced a new brand identity that promises to not only share but also engage and enlighten its visitors. Moving away from an object-based exhibition form towards a more active and ongoing narrative of design, the museum has found a way to combine its capacity as Denmark’s collective design memory with fresh, digital and interactive aspects of design.

A perfect example is the revival of a hidden gem: “Flexibility” – the forgotten font of Naur Klint, son of legendary Kaare Klint. Urgent.Agency partner Mads Quistgaard stumbled upon the font in the museum archives, after which it was carefully digitized and enhanced by Urgent.Agency. It is now one of the key elements in our ongoing work with the museum’s visual identity, signage, publications and merchandise.

For a long time, we have wanted to translate the change and rethinking of the museum into a visible visual upgrade. As part of our strategy to be among the world’s leading design museums while continuing to reinforce Denmark as a design destination, we initiated two collaborations in 2016 with two strong partners, Urgent.Agency and Stupid Studios. They are behind our new visual identity and new website.

In co-creation, and with their own respective competencies, the two agencies have managed to visually express the transformation and renewal, that we have been circling for years.

– Anne-Louise Sommer, Museum Director

When browsing through the museum archives, we found sketches and archive material of an overlooked chapter in the Danish typology tradition: We found the font Flexibility, designed by Naur Klint, son of legendary furniture architect Kaare Klint – who in turn can be seen as one of the godfathers of this museum. So, of course, it was with great respect and a bit of awe that we suggested the museum to give the font its renaissance.

– Mads Quistgaard, Design Diretor, Urgent.Agency

By changing their name from Kunstindustrimuseum (Museum of Industrial Arts) to Designmuseum Danmark, new life was breathed into this classic, Copenhagen cultural institution, and the number of visitors soared. But with a new name comes new expectations, and the museum was on the look-out for a new identity to go with the name.

Working under their new credo “We share design” – the museum has embraced a new brand identity that promises to not only share but also engage and enlighten its visitors. Moving away from an object-based exhibition form towards a more active and ongoing narrative of design, the museum has found a way to combine its capacity as Denmark’s collective design memory with fresh, digital and interactive aspects of design.

A perfect example is the revival of a hidden gem: “Flexibility” – the forgotten font of Naur Klint, son of legendary Kaare Klint. Urgent.Agency partner Mads Quistgaard stumbled upon the font in the museum archives, after which it was carefully digitized and enhanced by Urgent.Agency. It is now one of the key elements in our ongoing work with the museum’s visual identity, signage, publications and merchandise.

For a long time, we have wanted to translate the change and rethinking of the museum into a visible visual upgrade. As part of our strategy to be among the world’s leading design museums while continuing to reinforce Denmark as a design destination, we initiated two collaborations in 2016 with two strong partners, Urgent.Agency and Stupid Studios. They are behind our new visual identity and new website.

In co-creation, and with their own respective competencies, the two agencies have managed to visually express the transformation and renewal, that we have been circling for years.

– Anne-Louise Sommer, Museum Director

When browsing through the museum archives, we found sketches and archive material of an overlooked chapter in the Danish typology tradition: We found the font Flexibility, designed by Naur Klint, son of legendary furniture architect Kaare Klint – who in turn can be seen as one of the godfathers of this museum. So, of course, it was with great respect and a bit of awe that we suggested the museum to give the font its renaissance.

– Mads Quistgaard, Design Diretor, Urgent.Agency