KM21

This beautiful new visual identity was created by my dear friends of Studio Lennarts & De Bruijn. My role in the entire operation was helping come up with a creative strategy and writing the pitch for them to land this gig.

Check out more visuals here!

From 2021 GEM museum of contemporary art in The Hague will be known as KM21. KM refers to Kunstmuseum Den Haag, and 21 to the art of the twenty-first century. The new name will make the museum more clearly recognisable as a partner to Kunstmuseum Den Haag (and its collection), which also encompasses Fotomuseum Den Haag.

KM21 (launched in 2002 as GEM museum of contemporary art) is part of Kunstmuseum Den Haag. It has its own curator and programme of exhibitions that follows current developments in the visual arts. Housed in a separate building next to the Kunstmuseum, known as the Schamhart Wing, where Fotomuseum Den Haag is also located, KM21 showcases artists from the Netherlands to the world, and international artists to The Hague and the rest of the Netherlands. The visual impact and appeal of its exhibitions inspire visitors to find out more about contemporary art and discover new things, ensuring that they see more.