How can we translate 850 years of art into a single graphic concept? We decided on a big solution – and created a completely new frame for Staatsgalerie. This open frame stands for both focus and diversity – the focus of special exhibitions and the diversity of the museum’s extensive collection. The open frame is the consistent, highly recognizable design element found at all brand touch points. There are endless possibilities for its content and color, though. As such, it is a symbol of art’s fascinating variety. In its most compact form, the frame forms the letter "S" for "Staatsgalerie."