Developing a new identity for Artoteek Den Haag and Artbank

Heden stands for a platform for contemporary art, for artists, for educational projects, for projects at home and abroad and for art lending. For me it was not a difficult choice to literally place Heden for all activities of Heden. This makes the identity present, but always as part of the subject. The logo announces (e.g. Heden Marcel van Eeden) The content is displayed in a newspaper font. This visually reinforces the temporality, content and dynamics of the program.

For the launch we also made a number of expressions such as: a festival newspaper, flyer, advertisements, flags and the design for the stand for the art fair Arti’07. Furthermore we approached a company in Indonesia to make a bag. This was the gift that referred to the launch theme ‘Collecting Today’. The launch took place on 2/3/4 November 2007.

The permanent expressions that convey the identity of Heden are: stationary (letterhead, envelopes, business cards), magazine,  banners, compliments card, tape, window lettering, car lettering, information cards, information folder, registration form, price list and gift voucher. The website was created in collaboration with Heden and Interactife Affairs. www.heden.nl