Munch Rebrand 2020

MUNCH is the Oslo museum devoted to Edvard Munch and home to the world's largest collection of his work. Moving from its 1963 building to a new waterfront home, it needed a name and a face that would not read as a one-visit shrine to The Scream and that would draw a younger audience. North's 2020 identity drops the word museum from the name and expresses Munch's attitude rather than quoting his paintings, taking its cue from the new building, which bows toward the city.