Client

ARoS

Credits

Brand strategy: Rasmus Thomsen

ARoS – Where art lives

ARoS is an international art museum located in Aarhus. Every year more than 600.000 visitors come to ARoS to experience the collection, pioneering exhibitions, and iconic installations. Offering new perspectives on the world, ARoS inspires, challenges, and transforms.

  • Brand Strategy
  • Visual Identity
  • Brand Typeface 
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Sarah Sze, Metronome, 2023 Installation. ARoS Aarhus Kunstmuseum 2024. © Sarah Sze. Photography by Andrea Rosetti.

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The brand identity helps the museum rethink how to communicate and present art, and to position ARoS as an international art museum in line with their 10-year vision.  

With a mission to offer groundbreaking art experiences for the many, not just for the few, the brand identity enables ARoS to present art in ways that people across all demographics can connect to by being unpretentious, uncomplicated and clear. 

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All rights to the artworks displayed are owned by their respective artists.

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Barbara Kruger, Untitled (Your body is a battleground), 1989/2019, Courtesy the artist and Sprüth Magers.

The visual expression is clear, clean, honest, and simplistic. With a few essential design elements, the identity ensures direct and confident communication while allowing space for the art. By maintaining the design system across all visual touchpoints — from restaurant menus to art galleries — the brand identity supports a cohesive brand experience.

That said, the brand identity is not just about aesthetics; it’s also about making it easier for the ARoS team to engage with visitors.

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Richard Mortensen, April 1975. Ved daggry. En genfødelsesfest i nærheden af Cambodia, 1975. ARoS Aarhus Kunstmuseum.

All rights to the artworks displayed are owned by their respective artists.

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Giovanni Paolo Pannini, Det indre af Pantheon i Rom, 1706-1795. Statens Museum for Kunst.
 

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