The main selling point of the new location and re-branding is the impressive warehouse Santos. This monument dating back to 1901 comprises of 7 stories, with a contemporary addition on top, a metal crown standing proud in the vibrant Katendrecht district of Rotterdam. We wanted the new visual identity to quite literally visualise their new location as ‘A New House of Photography’. The new logo uses the contours of Santos as a frame to capture photography/imagery. With the buildings signature crowned roof as a visual que and a firm foundation underlining ‘Fotomuseum’. This graphic language can expand from a corporate logo to a framework that holds visuals and information. Showcasing talent, exhibitions and portraying the several floors of the building.

Using animations for the online presence of the museum, the corporate logo can expand and frame the powerful imagery and clear messaging. By expanding the logo we literally open the 'house of photography' and invite the viewer into a whole world or art and photography. The clear lines from the logo are repeated to visualize the multiple levels of the Santos building. At the same time these bold lines underline texts and divide title, artist and secondary information, giving a visually recognizable element a practical function.

The result is a clear and concise visual language that is flexibel and can be transformed into anything from campaign images to corporate communication, signing/routing, publications, online assets and merchandising. A contemporary visual whole that makes its mark and can develop even further over the coming years. Positioning the new Nederlands Fotomuseum as a framework and new house for photography.