Visual identity Centraal Museum / Lesley Moore
A dot features as the core of the design, symbolizing the geographical location of the museum ? Utrecht lies right in the middle of the Netherlands ? and referring to the museum as the cultural centre of the city. The logo of the visual identity is not a static element, but an integral part of the design. The dot is always connected by a continuous line to the Centraal Museum name, and the dotted lines provide context depending on the subject matter. So the view constantly changes, pointing towards the diversity of the collection, but the Centraal Museum still clearly being the sender.