In 2017, the Netherlands Open Air Museum has the permanent exhibition: The Canon of the Netherlands opened. However, it is not the case that the Canon of the Netherlands can only be seen in the Open Air Museum. That is why the network of Canon museums has been established. After all, several museums have objects and stories that match one or more windows of the Canon.
The challenge: How do you create unity between museums?
For the benefit of the visibility of this Canon network Branddoctors, together with design agency The Real Work, a new visual identity, a toolbox and presentation options have been developed for all affiliated museums. What criteria should a joint visual identity meet, how does it fit into the existing identity of the various museums, how do you create unity between the museums and how do you make it striking for visitors?
By means of prototyping we have tested 'on the spot' with visitors in various museums. Which materials performed well, which ones didn't? Ultimately, this led to a validated identity and communication materials.
Testing, testing, testing
In a number of pilot museums, we tested the visual identity, means of communication and tone of voice on the spot with visitors by means of prototyping. Did they notice anything? Which materials performed well, which ones did not? In the meantime, we have refined these presentation materials and tested them again in various museums. Ultimately, this led to a validated identity and communication materials.
In addition to a new visual identity, we have also developed a toolbox for all Canon Network participants, containing applications of the logo to bring the Canon of the Netherlands to the attention of visitors. The toolkit includes a Canon network vignette, floor stickers for the objects and accompanying information signs.
The result: A supported visual identity and presentation tools
A visual identity and presentation tools supported by the museums pilot that connect with the current identities of the museums and tell something extra about certain objects in the museum that match the Canon of the Netherlands. And thus unambiguously reinforce each other in bringing the Canon of the Netherlands over the stage.