Let’s Lo(go)! - Studio Grafisch Ontwerp

A logic of endless variation was already hidden within Design Museum Gent’s old logo. Rather than replacing the familiar mark, Studio SGO chose to hold onto it and keep it in play. The standard logo consists of three diagonal lines arranged in two opposing directions. Now, these lines serve as a scaffold upon which new logo variations are continuously built depending on the context. For an Art Nouveau exhibition, the lines curl into flowing ornamental whorls; for a furniture showcase, they stretch into chair legs; for a workshop, they turn into rulers. The logo never settles, yet variation persists with a distinct sense of continuity.

During this workshop, Studio SGO invites you to help build the logo archive and further develop the museum’s ever-changing identity. Explore the museum for inspiration and use the tools in the space to design a new Design Museum Gent logo! Draw, collage, sculpt, take photos, or use your body—there are no limits to how a new logo can be constructed. Whether you want to design a logo for an exhibition you just saw, a liminal space that needs an identity, an imaginary project, or just for fun: join us, experiment, and collaborate! Your logo will become part of our archive and printed on a button for you to take home.