Wieden+Kennedy Amsterdam redesigns Foam photography museum's brand identity with tension and motion
By
Abbey Bamford
Crisped on the outside, thoughtful enough on the inside.
Summary
Foam, Amsterdam's photography museum, has unveiled a refreshed brand identity and visual system created by Wieden+Kennedy Amsterdam. The redesign unifies the museum's physical, digital, and editorial platforms—including Foam Magazine—under a cohesive visual language rooted in tension, motion, and friction. The project balances Foam's dual ambition of being deeply connected to Amsterdam while maintaining a global outlook, addressing the challenge of coherence across the museum's multiple identities.
Key quotes
· 3 pulledThe overhaul establishes a unified look across the museum's physical, digital, and editorial platforms – including its iconic Foam Magazine
Wieden+Kennedy's brief was to find coherence between Foam's multiple identities
The new system unites its museum, magazine, and digital platforms under an expressive visual framework that embraces friction, motion, and a renewed sense of connection
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