SMCS Campaign

The abbreviation SMCS and the use of the typeface Univers refers to the original Stedelijk Museum. The use of the red and blue diagonal lines refers to the pattern found on an airmail envelopes.

The SMCS logotype is basically a crossroads of two histories; the history of Stedelijk Museum as an institute, and the history of the former Post Office that is now the new, temporary location of the museum.

This poster deals with the idea of "now" and very cleverly refers to the concept of time. This has been done by letting the letters of the name SANDBERG slip away, like sand in an hourglass, brilliant.

 

This final poster is advertising 'Open daily', and this is communicated by the positioning of the type. It as if the type is leaning against the frame of the showcase, as if it is quite lazy.