Hero — Designbolaget: Identity for the Haim Steinbach exhibition, National Gallery of Denmark (detail)

Graphic Design: Designbolaget’s fantastic identity for the National Gallery of Denmark

Words by Maisie Skidmore, Wednesday 26 March 2014

We’ve sung the praises of Danish studio Designbolaget before, and I’m sure that our enthusiastic reception of their stunning body of work back in 2012 more than warrants an update on what they’ve been working on since then. Which brings us to the visual identity they’ve designed for the National Gallery of Denmark’s new exhibition of Haim Steinbach’s work, and a fantastic demonstration of what this spectacularly able studio does best.

The concept is focused around a malleable “X” which changes in shape and composition depending on how it’s used. The playful shape adapts to blank gallery walls as easily as it does the pale pink exhibition catalogue, without ever losing an ounce of familiarity. It’s pared back and fun, just as Haim’s artwork is, and it’s prepared to stand back and allow the exhibition to speak for itself while remaining a reassuring presence, in a way that only the most confident design studios have mastered.

That cheeky ever-changing “X” is just as happy in the limelight, too, making clever use of parallel diagonal lines on staircases and in book-holders, and even with its very own GIF! It’s a brilliant example of when design treads the narrow line between commanding attention and creating a sense of quiet continuity, and it’s another excellent example of why Designbolaget continue to deserve the praise we lavish upon them. So we’re going to continue lavishing, if you don’t mind.

Designbolaget: Identity for the Haim Steinbach exhibition, National Gallery of Denmark

Gif — Designbolaget: Identity for the Haim Steinbach exhibition, National Gallery of Denmark

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