Ordrupgaard Unveils New Brand Identity by Urgent.Agency
Museum Ordrupgaard, once the residence of collectors Wilhelm and Henny Hansen, has unveiled a new brand identity, name, platform, and website developed by Urgent.Agency. This initiative seeks to enhance the clarity of the museum's varied offerings while preserving its unique essence, appealing to both current and prospective visitors, particularly those from abroad. The design theme of 'home and hospitality' pays homage to its roots as a private dwelling. The logotype distinguishes 'Museum' from 'Ordrupgaard,' effectively framing art and information. A typographic system featuring Stabil Grotesk for clarity and Victor Serif for expressiveness has been adopted. Integrating Finn Juhl's House, which draws a design-focused audience, posed challenges that were addressed through a unified identity that merges art and design while honoring unique experiences.
Key facts
- Museum Ordrupgaard commissioned Urgent.Agency for a new brand platform, identity, name, and website.
- The museum includes the historic home of Wilhelm and Henny Hansen, French and Danish art collections, Finn Juhl's House, contemporary architecture, an Art Park, and gardens.
- The design concept centers on 'home and hospitality,' reflecting the museum's origins as a private home.
- The logotype separates 'Museum' and 'Ordrupgaard' to create an open space for art and information.
- Typography uses Stabil Grotesk and Victor Serif with varied case, weight, and italics.
- A key challenge was integrating Finn Juhl's House without a separate brand, resolved through integrated strategy, identity, and UX.
- Visual influences include the tactile historic home, Zaha Hadid's concrete extension, and the landscape.
- The project was featured on Communication Arts website.
Entities
Artists
- Wilhelm Hansen
- Henny Hansen
- Finn Juhl
- Zaha Hadid
Institutions
- Museum Ordrupgaard
- Urgent.Agency
- Communication Arts
Locations
- Ordrupgaard
- Denmark