Statens Museum for Kunst, the National Gallery of Denmark, communicates through a constant flow of exhibitions and events, each with its own character. The museum needed an identity flexible enough to accommodate that change while maintaining a clear and recognisable presence.

We gave the museum a new, shorter name, SMK, and built the identity around three main elements: a typeface, a crown and a frame.

The frame became the main graphic element. It provides a consistent structure across the identity while adapting to different exhibitions, formats and content. It can frame an artwork, an image, a message or simply create space – changing with what the museum has to show while remaining recognisably SMK.

Typography ties the system together, with the identity set in Hill by PLAYTYPE. Together, the elements create a flexible system that gives individual exhibitions room to have their own expression without losing the museum behind them.