A surprising transformation of the popular “I love Zurich” emblem. The cute heart shape was replaced with a purist square, which truly reflects the abstract art displayed in the museum.

The redesigned emblem was consistently implemented: in press/media kits, buttons, bags, T-shirts, Tea cups, matchboxes, notebooks, postcards, advertisements, posters and more.

The brand collection drew attention to the museum’s DNA in a surprising and popular way. This made it possible to address new groups of people besides the usual art insiders and to make them curious about abstract art.