'To understand
who we are, we must understand who
we were...'
In 2024, I was commissioned to design a new visual identity for Moesgaard Museum.
They wanted a simple, international logotype that encapsulated the museum’s methodology, diversity, and history.
I developed a design strategy and system, and my longtime collaborator, the incredibly talented type designer Henrik Kubel from A2-TYPE, created the logotype with a distinctive AA feature, which we aimed to highlight as a new symbol.
The new typeface is diverse and multifunctional across all platforms and brand architecture, incorporating unique elements inspired by the museum’s rich history and visual markers like old typography and numbers on signs, buildings etc.
I wanted to describe Moesgaard’s unique approach, where the human presence in the storytelling – not the found object – is the main focus, as well as their incredible collaboration across multiple disciplines and how they are ‘standing on each others shoulders’.
The concept behind the amazing building, designed by Henning Larsen Architects, was also a great inspiration – the past (Archeology) lies in the darkness underground, while the present (Anthropology) is up in the light, allowing visitors to move through time in shifting layers.
I based the design strategy on the two core values: ‘Trustworthy and Enchanting’ with a dusty element creating light and darkness in layers.
