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Historically, large corporations and cultural institutions have contributed to a rich and experimental graphic-design culture in the Netherlands, which has played an important role in establishing the reputation of Dutch design abroad. This culture is now under threat. Increasingly, even this category of clients opts for the standardisation of communications with the result that the public’s preferences are reinforced rather than challenged. This approach leads to a shrinking of the graphic-design landscape and is disastrous for the development of young talent. It is part of the remit of Het Nieuwe Instituut to counter this stagnation. Accordingly, the plans for a new graphic identity quickly turned to thinking about providing a new platform for graphic designers that would simultaneously form the identity and communications for Het Nieuwe Instituut.

Johannes Schwartz
Moniker and Bureau Cool

Het Nieuwe Instituut is een instituut voor architectuur, design en digitale cultuur. Grafisch ontwerp is een van designdisciplines. Het Nieuwe Instituut wil ontwerpers op verschillende manieren bij zijn activiteiten betrekken en een podium bieden.