NM Stories
2018
Branding
This brief was set by the Danish School of Media and Journalism (DMJX) and the National Museum of Denmark (NATMUS).
The brief was to create a brand identity and supporting collateral for NATMUS’ online media platform. NATMUS has a rich history as Denmark’s largest cultural and historical institution. The aim of NM Stories was to connect more with NATMUS’ audience and to show both the museum’s traditional and modern sides.
A brand story was developed, portraying history as being active and rewritten by those who play a part in it—everyone. The overarching idea was that ‘The past affects the present and the present affects the future.’
Paper folding was chosen to represent this idea. Every fold of a piece of paper leads to the next, just as history takes twists and turns to develop into a ‘bigger picture’. The paper imagery also nods to the tactility of old books while its dynamic look is reflective of NM Stories’ digital context.
The logo for NM Stories is an accordion folded paper that can be read as both ‘N’ and ’M’.
The brief was to create a brand identity and supporting collateral for NATMUS’ online media platform. NATMUS has a rich history as Denmark’s largest cultural and historical institution. The aim of NM Stories was to connect more with NATMUS’ audience and to show both the museum’s traditional and modern sides.
A brand story was developed, portraying history as being active and rewritten by those who play a part in it—everyone. The overarching idea was that ‘The past affects the present and the present affects the future.’
Paper folding was chosen to represent this idea. Every fold of a piece of paper leads to the next, just as history takes twists and turns to develop into a ‘bigger picture’. The paper imagery also nods to the tactility of old books while its dynamic look is reflective of NM Stories’ digital context.
The logo for NM Stories is an accordion folded paper that can be read as both ‘N’ and ’M’.
