Visual mission statement & orientation system

State Gallery Aschaffenburg

For the reopening of the newly designed historical painting exhibition in Schloss Johannisburg, we developed a visual identity with an orientation system for the museum. The aim was to pick up on historical elements that characterize the location and translate them into a modern appearance. One particular challenge was the complex routing that leads visitors to the exhibition partly out of the castle. We developed a simple symbol that functions both as a logo and as a signposting pictogram and clearly distinguishes the rooms of the painting exhibition from those of the palace administration. The four equally sized squares of the symbol are formally derived from the architecture of Johannisburg Castle. The square as a concise form is also used for the furniture – desks and information steles – and print products. The three-part color concept picks out a »princely gold« as the leading color. The gold can be found in numerous decorative elements in the exhibition rooms. With secondary shades of grey – intended for large-scale use – the concept picks up on the color of the palace from the outside. Colorful orientation colors refer to the magnificent textile wall covering, which divides the exhibition rooms into different thematic areas. The concept for the visual mission statement and the orientation system developed as part of an award procedure was not realized.