Peter Schmidt Group

State Painting Collections of Bavaria

A symbol for 500 years of history.


How to unify 19 well-known museums under one identity.

Ask anyone in Munich what they think about the city’s art galleries (Pinakotheken) and the frequent response is that they are highly regarded, yet few people also know that the galleries are a part of the State Painting Collections of Bavaria (Bayerische Staatsgemäldesammlungen).

This gap in public perception is now being closed following the introduction of a strong umbrella brand that not only unites 19 cultural institutions under one identity, but also promotes the State Painting Collections of Bavaria as the organisation behind Munich’s prestigious art galleries.

The result is a striking picture logo that impresses with its simplicity, yet remains versatile enough to represent the breadth and diversity of the whole collection, and it is now being showcased across the communication of Munich’s three Pinakotheken galleries, the Brandhorst Museum and the Schack Collection as well as 14 other galleries throughout the state of Bavaria.

State Painting Collections of Bavaria

The three art galleries Alte and Neue Pinakothek, as well as the Pinakothek der Moderne, are just three of many internationally renowned galleries administered by The State Painting Collections of Bavaria (Bayerische Staatsgemäldesammlungen).

The collections’ extensive holdings have evolved over a period of nearly 500 years and comprehensively represent European art history from the 14th century until the present with diversity that is rarely seen in the world today.

"The picture logo is highly flexible, has a high recognition value and transforms the reputation of the Pinakotheken though this new umbrella brand, and thus the entire collection."

Norbert Möller,
Executive Creative Director, Peter Schmidt Group

The campaign: Art for everyone!

The claim of the State Painting Collections of Bavaria that is now referenced by the brand concept through the picture logo has also been literally incorporated into a new media campaign too. Throughout Bavaria elements from art works which are usually only viewable within the collections’ exhibitions are today being presented through diverse media that is displayed in publicly accessible locations for everyone to enjoy.

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