Gammel Strand

Gammel Strand is a contemporary art institution located in a historic 18th-century building in central Copenhagen. Through 2024, Studio C was commissioned by Gammel Strand to develop a new brand strategy, contribute to the business strategy, and create a visual identity. The ambition was to establish a new era for the organisation alongside a modernised name, progressive exhibition program, and architectural renovation.

Through 15 in-depth interviews with selected stakeholders from the arts world and a close and engaging process with the leadership team, board, and all employees, we defined a new strategic position for Gammel Strand, finding its core in the unique location. Presenting art that takes a critical and nuanced approach to the present and focuses on the big questions of our time in the characteristic surroundings is truly unique as an art center.

Meanwhile, it was essential to balance renewal while preserving what matters to GS. Being and building a community and becoming a platform for conversations, debates, and activities that bring people, art, and culture together speaks to the heritage of the place.

The identity mirrors the dichotomy of a historic space as a home for modern art, pairing architectural personality with a contemporary edge in an aesthetic coined ‘aristocratic punk’. Condensed serif letters form a logo system that frames every brand asset, acting as a recognisable emblem for the organisation on the streets of the city.

Gammel Strand’s waterside location inspired an approach to 3D animations that explores the molecular states of water as a metaphor for flux and change. In their launch year, the brand’s initials were activated as rotating blocks of ice, offering a tactility and contrast to a restrained monochrome typographic system.

We created a flexible toolkit of elements that rationalise the system whilst allowing enough freedom for the playfulness of the institution’s communications to respond to the changing roster of exhibitions.

Contact Rikke Nalepa at rikke@studioc.dk to hear more about our work or how we can help you.