Sylvan Hillebrand Rebrands Rembrandt Oil Paints for a Younger Generation of Artists
Sylvan Hillebrand, a designer from the Netherlands, has revitalized the branding of Rembrandt, a manufacturer of oil paints with a history spanning 125 years, to attract a younger audience. The initiative aimed to enhance the brand's identity rather than completely overhaul it. For a month, Hillebrand moved to Bologna to gain insights, resulting in a new typeface, a broadened color palette, a redesigned heritage badge, and updated visuals. The logotype was revised for better recognition, incorporating Suisse International and Suisse Neu for a modern touch. While the original black, gold, and off-white colors were preserved, new shades of burgundy, green, and warm grey were added. The reimagined heritage badge was influenced by Rembrandt’s etchings. Artists in over 100 countries utilize Rembrandt's materials, with each color undergoing rigorous quality checks.
Key facts
- Dutch designer Sylvan Hillebrand updated the visual identity of Rembrandt, a 125-year-old oil paint company.
- The client wanted to move away from an 'overly traditional, slightly dusty expression of craftsmanship' to appeal to a younger generation of serious artists.
- Hillebrand moved to Bologna for a month to gain distance from the Netherlands and view the brand from inside and outside perspectives.
- The rebrand introduces a new type system, expanded colour palette, reworked heritage badge and fresh brand imagery.
- Suisse International and Suisse Neu typefaces were introduced, nodding to Swiss type history as an influence on Dutch graphic design.
- The original black, gold and off-white palette was kept, with added burgundy, green and a warm grey.
- The heritage badge was inspired by a circular mark found in one of Rembrandt's etchings.
- Photographer Corey Martin shot products against gradient backgrounds, stamping the logo and heritage badge into actual paint pigments.
- Rembrandt's materials are used by thousands of artists across more than 100 countries.
- The rebrand had to be introduced gradually because retailers hold varying amounts of existing stock.
Entities
Artists
- Sylvan Hillebrand
- Rembrandt Harmenszoon van Rijn
- Corey Martin
- Marigold Warner
Institutions
- Rembrandt
- It's Nice That
Locations
- Bologna
- Italy
- Netherlands
- Switzerland
- Tokyo
- São Paulo