We positioned the Melkweg as a versatile location for pop culture. That is the focus for the collaboration between Grrr and the Melkweg. After having created the Melkweg’s website we took the next step in 2016 with a new visual identity. This also meant refreshing the website dating from 2013. Grrr will keep working on the Melkweg’s channels during the coming years.

It is the Melkweg’s mission to represent the entire spectrum of pop culture. They wanted a visual style that would support this mission. Creative, open, approachable, raw and with a do-it-yourself mentality. In order to portray this, Grrr, in collaboration with Bas Koopmans/Baster, developed a special font and imagery for the Melkweg. The imagery is originally digital. The idea is simple, a font was developed by using the MELKWEG base letters. The E turns into an M and the M turns into a W. The letters are square blocks that turn any word into a recognisable logo. The square letters can be turned and rotated and can also be put above, on and next to each other. Now, using just four letters, the Melkweg has proper icons for the Hiphop, Reggae and Dance subgroups.