This is the final project from my studies at the Danish School of Media and Journalism, from which I received a Bachelor's degree in Graphic Design.
Greenland's National Gallery of Art is a new museum of modern art to be built in Nuuk, Greenland.
A seemingly paradoxical state of mind in Greenland has received an increasing level of attention during the past decade or so. On one hand, there is a general wish to break free from Commonwealth of the Realm by proclaiming Greenland’s complete autonomy from the former nation ruler, Denmark and hereby strengthening the national identity.
On the other hand, the people of Greenland has for decades mixed with other Scandinavian nationalities to a degree that it can no longer be credited as being a people of natives. Complete cultural separation appear impossible.
My design project developed from the realization of what Greenland in part has become: A modern nation with multiple social layers including an engaged and politically active youth as well as an affluent upper class. Members of these groups have often studied or worked abroad and define themselves as world citizens. (Still, there remains a rather large demographic group of vulnerable uneducated greenlanders, but they are not part of the direct target audience of the museum).
"Why should my art be considered Greenlandic?"
I started out by wanting to rid the project of any visual clichés of the romanticized image of traditional Greenland, since I believed these could no longer be considered reflective of what the country is today. Interview sessions with representatives of the international audience also confirmed the need to seek a fresh, modern design approach.
I decided to design a mark that would work both as a strong geometric symbol and as an abstract telling of the current situation in the Greenlandic art scene. The mark shows the world now including Greenland, paradoxes and currents in the contemporary society and the institution as a debater in all of this.
An important aspect of the project was to incorporate the ability to communicate in the institution's three main languages, Greenlandic, Danish and English. I did a 5-gridded design template that would suit most of the trilingual material and a set of rules making it easy to implement on-site.
Since the museum building would become a dominant part of the institution's identity, I chose to include it by showing the continuity of visiting the circular house – the previous exhibit is always present as if you are moving within the gallery.