In 2023, four museums in the Netherlands—Tropenmuseum, Africa Museum, Museum Volkenkunde, and Wereldmuseum—merged under one name to become Wereldmuseum. (The individual locations will remain the same.) Wieden+Kennedy’s Amsterdam office created the blended institution’s new identity.
The client’s new central logo is a handwritten set WM initials; the letters are stacked to suggest a human figure. The mark can be animated, used as a 3D form, created with different brushstrokes and colors, and more, which makes the design extremely versatile.
From the museum’s website: “[People] leave their sometimes tangible, sometimes abstract imprint on life. This had to be reflected in the new logo. Together, the handwritten letters W and M form a human figure, and they will be written slightly differently by different people, showing infinite variety—just like humans themselves.”