heart visual identity

A visionary start

For HEART Herning Museum of Contemporary Art, the design agency Kontrapunkt created the attention-grapping name HEART, and shaped the museums new graphic identity and logo. Together, these elements help shape an identity which links art and architecture to the history that created the place as well as to the vibrant pulse of Herning. 

Simplicity with impact

The museums full name is a mouthful to say and a mindful to remember. To give the organisation a more human and emotional touch a name that truly reflects the identity and the mission was made; Herning + Art = HEART. Visually Kontrapunkt took the inspiration from architect Steven Holl. The structure he designed is based on the textile history of the area and the building's previous role as a shirt factory - the walls remind you of ribbons and the roof bears more than a passing resemblance to a collection of shirts. Building on that theme Kontrapunkt customised a complementary typeface that is used on all visual material at HEART.

Identity as brand

Kontrapunkt has linked the museum's name, typeface and architecture to create a distinct identity which can, in time, act as a unique signature for the museum - and the entire region. Worldwide is has become evident that modern art is no longer elitist. Museums such as the Guggenheim in Bilbao and Tate Modern at the South Bank of London has proven that art in the right setting can make masterpieces accesible to all - and help create regional brands. HEART places Herning on the world map of the contemporary art scene.

Museum Hours

Tuesday - Sunday: 10-17

Thursday: 10-22

Monday: Closed

Admission & Tickets