Graphic designers Armand Mevis and Linda van Deursen provide an inside look into the development of the new graphic identity of the Stedelijk Museum Amsterdam and its implementation in the museum. Internationally renowned as one of the most inventive and acclaimed design agencies in the Netherlands, the duo had previously created the graphic identity of the museum's Temporary Stedelijk program from 2010 to 2012. The museum's visual rebranding includes a new logo, website design, publications, newsletter, stationery and posters, among other applications. In anticipation of the reopening of the Stedelijk Museum on September 23, 2012, the new campaign was gradually unveiled.

Camera & editing: Kees Fopma of Captain Video. Thanks to Armand Mevis and Linda van Deursen.

Watch more ARTtube videos by Stedelijk Museum Amsterdam.