Kunsthal Gent

Kunsthal Gent’s graphic identity is a dynamic system in which fixed rules and free experimentation constantly challenge each other. It is both a recognisable visual language and an open playing field for young designers. The basic principles of the identity provide continuity and clarity: they directly communicate the essence of each exhibition. But there is space for innovation within this structure. Each new exhibition is an occasion to test the limits of the system and adjust them where necessary. 

What is unique about this identity is that it is not developed by a permanent team, but by a changing group of young designers who are temporarily part of Kunsthal Gent through internships. This ensures the identity is constantly in motion: always surprising, always topical, and always rooted in the energy of a new generation of graphic talent. The process is coordinated and monitored by Valentine Goethals.

The jury on Kunsthal Gent:

“The strength of this graphic identity lies in providing a stage for a new generation of creators. Despite the great diversity of contributions, and space for experimentation, the message remains clear and consistent. Kunsthal Gent’s identity is dynamic and constantly evolving: building on experience gained by preceding talent. As a result, both the institution and its audience evolve alongside it.”

How did the idea for this project come about?

The idea grew out of Kunsthal Gent’s mission not only to display exhibitions, but also to be a platform for experimentation and collaboration. Based on this philosophy, we opted for a graphic identity that is not an end product but a process: a system in which fixed rules and free innovation reinforce each other. Involving interns and young designers came from the desire to feed this process with ever-new energy and perspectives.

What makes your project so special?

What is unique about this identity is that it is not developed by a permanent team, but by a changing group of young designers who are temporarily part of Kunsthal Gent’s design team through internships. The identity resists the standardisation of graphic design and thus constantly evolves: always surprising, always topical and always rooted in the energy of a new generation of graphic talent.

How does it contribute to a better world?

By actively involving young designers, we create a stage where new talent can experiment with graphic design in a professional context. This not only enhances their experience and visibility, but also contributes to a culture of collective creation and exchange. The project breaks through the logic of a static brand and shows how identity can be dynamic, inclusive and sustainable.

Do you have any further plans for this project?

Yes, the project continues to evolve as each new exhibition provides an opportunity to further explore and refine the identity. The system is deliberately designed to be unfinished: it grows alongside Kunsthal Gent, with the designers working on it and with the context in which it is applied. We want to keep this process permanently open to young designers, so that the identity remains vibrant and current and never needs to be ‘replaced’.