Att marknadsföra kultur ? utvecklingen av en ny visuell identitet för Malmö konsthall
In recent years the arts institutions? role in society have changed. With increased demands on attracting greater number of visitors they use concepts from corporate marketing to communicate with greater success. Theories from museum studies show that the importance of rendering authenticity now has become the new imperative in order to retain the status of a reputable institution. This thesis aims to discuss the development of a new visual identity for the public and non-profit institution Malmö konsthall. Through a collaborative working process, the project?s practice part resulted in a visual identity designed to reflect authenticity. The conclusion indicates that it is difficult without extensive studies of the produced design to find out if authenticity is really something that can be rendered intentionally.