Diversity in Unity: The New Corporate Design of the Staatliche Kunstsammlungen Dresden.

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© Stan Hema, Berlin
© Stan Hema, Berlin

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The museums and institutions of the Staatliche Kunstsammlungen Dresden, Dresden's museum complex, are among the most important in the world and represent a diversity of subjects that is unparalleled in scope. Born from a sixteenth-century Kunstkammer as its nucleus, the collections developed and diversified over the centuries. Today, the organization comprises fifteen museums and four institutions, and they are more than the sum of their parts: Their encyclopaedic collections form an internationally leading universal museum, a cosmos of global art- and cultural history.

The new corporate design creates a powerful visual effect using three striking design elements and one simple design principle to ensure that the museum complex, as well as its individual museums and institutions, are recognized. At the same time, a degree of flexibility is maintained to ensure that the logo in its characterization can be modified. The full potential of the SKD's new corporate design unfolds in the sum of its permutations, through the diversity inherent in its unity.

Marion Ackermann, Director-General of the Staatliche Kunstsammlungen Dresden: "The new image sends a clear message about the attitude and vision shared by all of the SKD's museums: The spreading circle was inspired by the idea of a dynamic synergy created by the numerous people and objects within the museum complex, a synergy that is always linked to the outside. It is about a community, a contemporaneity, which sees the museum as a place of collaboration and, through attentive and dedicated exchange in the present moment, shapes it for future generations. The Electors of Saxony, too, collected with one eye on the contemporary and one eye on the future. Throughout Dresden's nearly five-hundred-year-old history, contemporaneity and innovation have been the motor for collecting and research."

Three central design elements:

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The branding strategy and the new corporate design were developed by Stan Hema, Berlin.

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