In short: new identity for the Stedelijk Museum Schiedam, a great museum in the small town of Schiedam, in the Netherlands.
The Stedelijk Museum Schiedam is probably the friendliest museum of the Netherlands, with an astonishing collection of CoBrA and contemporary art. It’s a museum where visitors can decide how much their lunch costs and where locals have the chance to create their own exposition. The museum, however, had a problem to deal with: not that many people knew where the city of Schiedam was located (next to Rotterdam) or that it had a museum.
To give the museum a new chance to present itself to a wider audience, KesselsKramer developed a new identity for the museum, one that uses an asterisk to provide some extra information or a fun fact about the art on display – like why Karel Appel’s work is in a museum and your five-year-old cousin’s drawings are not (yet).