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FONDATION BEYELER REBRANDING
a. POSTER SYSTEM

POSTER DESIGN, BRANDING, ART DIRECTION

YEAR 2024
SIZE F4 (89.5 x 128 cm)
TYPEFACE Suisse Int’l Mono
FEATURED @contemporarytype
IMAGE SOURCE fondationbeyeler.ch

This project redefines the visual identity of Fondation Beyeler, a cultural institution based in Basel, Switzerland, beginning with the redesign of its annual exhibition poster system.

The rebranding is grounded in three key insights:
1. Cultural relevance: Posters still remain a powerful communication medium in Switzerland, especially in the cultural field.
2. Balancing design and art: Traditional museum posters often prioritize artwork over design. It transforms the poster into a functional tool for visual communication, not just a display for artwork.
3. Unfolding the year: Despite year-round exhibitions, the museum’s communication often highlights only one main show, making the full curatorial landscape less visible.

To address these issues, the poster system adopts a calendar-based structure, a format familiar in daily life yet rarely used in large-scale posters. It functions not just as a schedule, but as a visual system that intuitively reflects the institution’s curatorial rhythm and annual programming.

It is composed of two layers—a horizontal and a vertical calendar—that together form the foundation of the system. These two formats work in tandem to visualize both the overall structure and the duration of exhibitions throughout the year.

Silkscreen Posters, 5 Different color variation

This system adds structural rhythm and visual depth. This layered format unifies both the annual schedule and individual exhibition posters into a single visual language. Visitors can view the complete exhibition calendar at a glance while also exploring detailed information about specific shows.

The posters serve not only as guides, but also as visual archives that document the institution’s timeline, objects to be kept, referenced, and revisited. Ultimately, the design extends beyond informational delivery: it becomes a cultural interface that reflects the structure of the institution’s programming and fosters an ongoing relationship with its audience.

This visual system was further developed through a series of silkscreen prints, each composed of four hand-cut stencil layers. Particular care was given to the alignment and layering of colors. All inks were mixed manually to achieve a balance between consistency and tonal individuality. The poster exists in five distinct color variations, adaptable to different curatorial themes or seasonal periods. Rather than being fixed, the system is flexible—allowing for dynamic extensions into other applications such as exhibition graphics or institutional branding.