OAM
OAM is an independent museum of contemporary art in Sweden, known for showcasing emerging voices from around the globe. With a mission rooted in inclusivity and cultural exploration, OAM asked us to create a visual identity that transcends language—something as boundary-less and open as the art it champions. Our challenge was to distill this ethos into a visual system that feels universal, progressive, and unmistakably OAM.
Client
OAM Museum
Year
2019
Category
Art & Culture
Type of Work
Research
Branding
Posters
Merchandise
Rather than relying on typography alone or specific linguistic cues, we built a visual language composed of shapes, letters, and modular symbols. This design approach allowed OAM’s identity to speak across cultures without translation, while still maintaining structure, consistency, and recognizability.
The symbols evoke limitless space, inclusivity, diversity, and a strong contemporary creative voice.
We developed a flexible grid-based system that could be adapted across platforms—from large-scale installations to small-scale merchandise—without losing impact. Each piece of the identity can stand alone or be layered with others, allowing the brand to evolve with each new exhibit or artist it showcases. This modularity reinforces the idea that the museum is a living, breathing platform for constant change.
The new identity was applied to an extensive suite of materials including posters, flyers, visitor guides, and digital ads. Each piece leverages the symbol system in fresh and playful ways, creating dynamic compositions that reflect the ever-shifting nature of contemporary art. Signage and wayfinding within the museum were also reimagined to blend clarity with artistry.
We extended the identity to merchandise including totes, entry tickets, T-shirts, and pins—items that allow visitors to take a piece of the museum experience with them. These designs use the symbol set in bold, minimal compositions that feel both modern and collectible, aligning with the museum’s young, design-conscious audience.
Most importantly, the identity is built to grow alongside OAM. As new artists, installations, and ideas enter its halls, the symbol language can evolve without ever losing coherence. The result is a brand that is both consistent and fluid—one that mirrors the global, inclusive, and future-facing spirit of OAM itself.