“A dynamic and playful design where the art can take center focus”

Galerie Maurits van de Laar is an art gallery based in The Hague. Established in 1991, the gallery focuses on art in which the personal involvement and engagement of the artist emerges. With an emphasis on drawings —because concepts and ideas are first conceived here—, the gallery provides a stage where experiment is encouraged and celebrated.

In January 2023, Galerie Maurits van de Laar moved from Herderstraat to a beautiful location on Toussaintkade. This move was the perfect occasion to develop a new logo and accompanying corporate identity in collaboration with Eindeloos. The main objective was to create a dynamic and playful design while remaining subtle and leaving space for the art to take center focus. It resulted in a logo in a slim, sans serif letter, which, through the placement of the word image, fills a space; makes a composition.

In addition to creating various expressions of the new identity, we designed a way of announcing exhibitions for the gallery by bringing a poster and a leaflet together in one folding sheet. That way you have two in one. We also implemented the new branding on the website, which was built by Ed van den Heuvel.