K50 – Special Celebration
Winner
Excellence in Brand Strategy and Creation
Brand Design – Logo
Credits
Company / Customer
Agency / Design
Details
The Kunstmuseum Magdeburg (KMD) exhibits modern art in a medieval setting. For its 50th anniversary, the institution needed a celebratory presentation. On a tight budget and with flexible use cases in mind, we focused on the essentials. “K” is the beginning of the story. In German, the words for art (Kunst) and art museum (Kunstmuseum) begin with it. Reduction was our lever for a strong, evocative appearance. (German) Words beginning with “K” create an arc from yesterday to today, museum to city, society to responsibility, anniversary to entertainment. The campaign communicated the anniversary with humour, irritation, suspense and relevance.
The Jury‘s Statement
Between a medieval setting and contemporary art, what was missing was a sign that brought together anniversary, institution and public in a clear form. "K50 – Special Celebration" solves this task through radical reduction: from K and fifty emerges a concise logo that not only marks the occasion but also opens up a flexible communication system. The verbal extension through K words anchors the sign in content. The identity draws its force from the combination of formal precision, semantic openness and broad applicability.
