Vitenskapsmuseet (VIMU), in collaboration with communication firm Try Design, is set to revitalize its visual identity with the aim of improving public awareness and engaging all age groups more widely. The primary aim of this initiative is not purely aesthetic, with plans to enrich the museum’s educational and interactive offerings.
VIMU and Try Design are joined by a shared goal: creating a dialogue-evoke design, blending art, history, natural science, and storytelling. Their rebranding approach is all-encompassing, covering all aspects from a spatial concept reimagining to a revamp of the logo and overarching information system.
Digital mediums and social platforms will also be harnessed to extend the reach of VIMU’s exhibits and again the attention of a younger demographic. The entire project stand as a testament to the museum’s commitment towards making knowledge more digestible, accessible, and entertaining.
VIMU’s collection spans both environmental and cultural historical artifacts and this rebranding exercise reflects the museum’s recognition of its need for a more modern and relevant identity. The institution hopes to attract a wider and more youthful audience through its more engaging interactive exhibits and updated look.
Supervised by brand designer Bendik Høibraaten, the rebranding project has the goal of developing an identity that is contemporary, clear, and functional. This identity will enable the museum to better showcase its artifacts, preserve its historical significance, and effectively communicate its academic breadth.
As part of the rebranding, the museum will feature a new “opening up” concept through lively typography and a novel ultra-condensed type system developed alongside Good Type Foundry. Stringent website redesign efforts were made to enhance the museum’s digital presence and freshly optimized signage will facilitate a seamless visitor experience, marrying digital technology and traditional elements.
A significant change to the VIMU insignia, as part of the total rebranding, underscores the idea of ‘opening up’ and conveys the museum’s dedication to fostering a deeper understanding of its collections. The new motif visually captures the VIMU’s pledge to promote the history and culture it represents.
The museum’s rich history, dating back to 1760, is elegantly incorporated in the fresh aesthetics of the new identity. While Høibraaten is confident that the design achieves its goal of simplicity, clarity, and functionality, it becomes a catalyst for the museum to evolve and improve upon every facet of its operations.
