The comprehensive rebrand (which included a new logotype, monogram, website, print collateral, exhibition design and merchandise) is based on creating a harmonious balance between the museum’s rich heritage and a contemporary typographic system. At the core of the identity is the modernized logotype based on the original 17th century letter engraving located on the facade of the building. This was combined with a new typographic / layout system which we applied to all printed and digital elements of the brand. The logotype is accompanied by a monogram inspired by the authentic and characterful spaces within the two buildings, rich with historic detail, but ultimately clear and open.