Nxt Museum – Shifting Perspectives

The Nxt Museum opened in Amsterdam in August 2020 and is the first museum in the Netherlands dedicated to new media art. Driven by the idea that the future is one of the most fascinating concepts for the human mind, the museum fuses art and technology to discuss and present what the future might bring. The goal of the brand identity was to convey both the authority of an art institution and the spirit of innovation and technology. The result is an appearance that plays with abstract, dynamic shapes and colours that blend into each other. Combined with a strictly graphic yet spatial logo that depicts a refined geometric shape on a white grid, the achieved design identity can be both bold and at the same time live in the background to let the art speak. It authentically reflects exactly what the museum intends, which is to exhibit large-scale new media art installations that emerge from interdisciplinary collaborations between artists, designers, technologists and scientists, and to offer multisensory, visually rich experiences to a wide audience.