Much has been said and written about the logo of the Stedelijk Museum by Mevis and van Deursen, and mostly negative. But I was immediately convinced: it is a simple, timeless choice that makes the whole image of the Stedelijk a lot friendlier due to its playful character. It is such a stupid, almost childish design choice that it has required an incredible amount of courage to present this at an institution such as the Stedelijk. When we were allowed to design the Stedelijk's website in 2017, based on this house style, we did not include the logo. Because the visual language is so strong and recognizable; other rules apply to digital.
For Filmhuis Den Haag, the Hague's house for quality film, the logo is the basis of the house style. That logo is visually so simple that anyone can get started. With a special F for a Hitchcock festival, for children, or an F made out of cake for the restaurant. But others also make an F: art school students, primary school students, knitting mothers and gardening fathers. It underlines the idea that Filmhuis Den Haag wants to belong to everyone. ‘The starting point of the new house style was openness to the city and our visitors. This worked like a flywheel, we now have a different mindset and way of working’, says Josien Buijs, Head of Marketing.