On the eve of a historic museum expansion, ARoS is launchinga new brand identity which includes a new logo, a new ARoS font, and a redefinition of the way we communicate.  

The graphic and strategic work positions ARoS as an international art museum firmly placed in the heart of Aarhus.   

"The new brand identity reflects ARoS’ core values presented in our 10-year vision and exudes a bold, visionary, world-class art museum,” says CEO and museum director Rebecca Matthews. 

Local agency chosen to give ARoS an international boost 
The task of creating a new brand identity was offered to a handful of local and international agencies. Aarhus-based Overtone along with freelancer Rasmus Thomsen won the assignment with a compelling pitch that emphasized ARoS’ distinctive characteristics, ambitions, and local engagement. 

" We have together created a brand identity that positions ARoS as an international icon with clear roots in Aarhus. While the visual aspect focuses on an international, simplistic, clean, and confident expression, we have ensured that the texts and the way ARoS communicates have clear roots in Aarhus" says Nicolaj Bak, founder and creative director at Overtone.   

New typeface defined by ARoS’ distinctive o  
The new visual identity is clear, confident, and consistent. Black and white are chosen as the design system’s principle colours in order to let the art stand on its own. 

Overtone has developed a new typeface – ARoS Sans – which you will encounter when navigating the museum, on the gallery walls, across all ARoS printed material, and on our website which will be redesigned in 2025.   

The new typeface also forms ARoS' new logo, which stands by its history and retains its’ small 'o'. In fact, the font is based on the circular, recognizable 'o'.  

 
New brand identity to be rolled out in 2024  
"One of the aims of the new brand identity is to give ARoS an international boost; over the past two decades the museum has proven itself as one of Europe's leading modern and contemporary art museums. This is underscored by the forthcoming opening of The Next Level and The Dome, a Skyspace by James Turrell," says Rebecca Matthews, adding  

"At the same time, we maintain and emphasize ARoS’ roots in Aarhus and our core strength: that we communicate art in an inclusive way."  

The new brand identity will be rolled out during the summer and autumn of 2024.  

In 2025, ARoS' website will be redesigned to match the look and feel of the rest of the museum.   

About ARoS 
ARoS is an international art museum located in Aarhus. With five galleries and an entire floor dedicated to immersive installations, ARoS offers an inclusive space for recalibrating the past, negotiating the present, and imagining the future through art.

ARoS’ collection of modern and contemporary art contains more than 8.000 works including masterpieces by Danish and international artists. The collection features iconic installations such as Olafur Eliasson’s Your rainbow panorama and Ron Mueck’s sculpture Boy. From 2025, visitors can also experience James Turrell’s largest and most ambitous Skyspace to date; The Dome, a skyspace by James Turrell, adding yet another dimension to our artistic landscape.  

Each year, ARoS hosts six to eight major exhibitions including a rich public engagement programme to celebrate renowned national and international artists. Our bold, adventurous, and international outlook has led to groundbreaking exhibitions featuring artists including J.W.M. Turner, Claude Monet, Edvard Munch, Franciska Clausen, Salvador Dalì, Asger Jorn, Per Kirkeby, Jenny Holzer, Bill Viola, Mariko Mori, Cindy Sherman, Sarah Sze among others.  

More than 600.000 visitors come to ARoS annually for transforming art experience, to shop in the ARoS Butik, eat in the ARoS Café or Orangery or simply enjoy our iconic architecture and location. 
 

Press images 
Please find examples of ARoS’ new brand identity in the Dropbox-folder below. Press images can freely be used with due credit line:  

Illustration: Overtone © ARoS 2024

Go to dropbox

For more information, please contact: