M Musem Leuven
Adaptive identity
Concept & Design with TOYKYO
Stolp is a Belgian start-up founded in 2020, with a mission to gain back control over our digital habits. Mindless scrolling is the norm, and people find it increasingly difficult to switch off and disconnect from their smartphones. Stolp saw an opportunity here - by combining the psychology of habit-building with a sleek product design to create healthier daily rituals.
M Museum Leuven navigates unhindered through the art landscape. Due to the variety of temporary exhibitions, M shows itself as a museum that offers room for change. That dynamic character and that yearning for freedom formed the basis for the metamorphosis of the visual identity.
When designing the new brand, two core values were put first: extreme flexibility and maximum recognisability. These values are usually at odds with each other. The challenge was to create a visual system in which flexibility and recognisability reinforce each other. As a house of experiment, M deserves a visual identity that breaks with traditional conventions that a visual identity should adhere to.
The new logo is a massive monogram that is flexible and adapts to any size. Despite the multitude of variations, the 'M' always remains a strong and recognizable logo.
The 'M' becomes an open window, inviting anyone who wants to discover art to take a look inside. Using the visual identity in this way makes it possible to frame the content without transcending it.Maybe you want to turn a hobby into something more. Maybe you want to launch a business.
