There is a documentary about the housestyle of the reopened Stedelijk Museum. A soap opera! Very important designers come along with triple-blown proposals and the accompanying stories. Endless pawning follows, until Linda van Deursen puts an end to it with one single blow: with this logo. It is not chic, not slick, not kitsch and not a tourism agency pleaser. It fits in a cheeky, robust visual style that is recognizable and usable for others (Grrr design agency just made a quirky new website with it). You only dare to present such a logo if you know exactly how much middle finger the Amsterdam art clique needs.
Klaas van der VeenExplanation Design
This is my first logo, from 1995. There is so much wrong with it, where to start? It combines the fashion of that time with the preoccupations of the graphic student, it has properties that makes it unsuitable for anything other than printed matter and it is not part of a real housestyle. The client had no idea. When I later developed a style, because all kinds of materials required it, I slowly put the logo to sleep on the bottom left of the back of information booklets. The sticker material on the bulky light box above the entrance to the care center fortunately also damaged quickly.