“The most beautiful French come from New York.”
(Corporate Design)
red dot: best of the best
red dot award: communication design 2007
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Design has to make connections plausible, but it does not have to provide any explanations – rather the opposite: If many questions require many answers, a concise image or a provocation can be all that is needed to point something out, as has been done here: The most beautiful French come from New York. This refers to the most important and largest collection of French art of the 19th century outside of France, namely that of the Metropolitan Museum of Art in New York, which is on show this summer at the Neue Nationalgalerie (New National Gallery) in Berlin.
The distinct corporate design is to make the exhibition of French masterpieces come alive in the people’s hearts and minds. With its choice of colours the campaign refers to the tension-filled relationship of the exhibits, which are at home in the USA, but come from France. It consists solely of the colours red, blue and white, which are both the colours of the French and the American flag. The airmail frame is the visual parentheses of the design. On the one hand, it alludes to the voyage of the paintings, which have flown from New York across the Atlantic to their temporary destination Berlin, and on the other hand it is a well-known symbol of overseas greetings, not only for the citizens of Berlin.
client:
Verein der Freunde der Nationalgalerie, Berlin
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design:
MetaDesign AG, Berlin
Diane Bergmann, Stefan Lesche
creative direction:
Uli Mayer-Johanssen
art direction:
Heike Schmidt
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