New corporate identity Van Gogh Museum and Museum Mesdag Collection

Van Gogh is the most well known artist in the world. I was asked asked to be project leader to create the new visual identity for the Van Gogh Museum. This included the selection process for the design studio, preparing briefs, providing basic principles for logo, colours, fonts and images of works by Vincent van Gogh. Koeweiden Postma was commissioned to develop the corporate identity.

> information on the Van Gogh Museum and and Museum Mesdag Collection’s new corporate identity


‘Van Goghs letters: The artist speaks’

This exhibition concluded fifteen years of research by the Van Gogh Museum and the Huygens Institute on Van Gogh’s correspondence. Together with those involved Jacob de Baan developed specific guidelines concerning the use of colour, typefaces, logos and images, which ensured a clear consistency across the exhibition, the website, the publication, and the communication tools, as well as the products in the museum shop.

‘Van Gogh’s Letters’ web edition

Winner of the AICA Award 2011

AICA Netherlands


Tentoonstelling ‘Van Gogh en de Kleuren van de Nacht’

The Van Gogh Museum organised a unique exhibition of paintings by Vincent van Gogh that captured the atmosphere of evening and night. The exhibition was organised in collaboration with the Museum of Modern Art (MoMA) in New York. All media used were consistent in their use of the exhibition’s identity, including the exhibition, catalogues and digital media. The collaboration with graphic designer Irma Boom was very special. Her interpretation of ‘Van Gogh and the Colours of the Night’ resulted, for instance, in a wonderful wallpaper design.

> Van Gogh and the Colours of the Night


Product range Van Gogh Museum Shop

Hundreds of new products were developed for the museum shop, involving dozens of designers and suppliers. It was a great experience to collaborate with the museum’s curators, making lists of the most important paintings, letters and drawings by Vincent van Gogh. The colours and brushstrokes derived from these lists provided the basis for guidelines, making it much easier to commission different designers, with different specialisations, simultaneously. The products are proving to be very popular and individual spending per visitor has increased. They really are products that emanate the sense they were made in the spirit of Vincent van Gogh!

> Van Gogh Museum Shop