Public plaza in front of a neoclassical museum, with orange lounge chairs, umbrellas, and people strolling under leafy trees.

Say all kinds of things

MQ Re-Branding

The MuseumsQuartier Vienna has been around since 2001 and still looks good. The MQ brand is without doubt one of the strongest cultural brands in Europe, and it has also held up well. But it could certainly do with a refresh.

In the course of developing the new font »MQtopia«, which is used as a display font for campaigns and large headlines, the MQ logo was also adapted accordingly. Based on the logo, we have in turn established a text platform that makes all sorts of things possible. "I am" becomes "I'm", "I'm" becomes "I'MQ....". And then (almost) everything fits. For example, a huge "I'MQ YOURS" on the façade....

Rosebud delivers positioning, brand strategy, corporate identity, digital branding, brand communication, text, advertising, motion design and social media.

Peach-colored historic building facade with ornate architectural details and a red 'I'M YOURS' sign atop.
Red articulated tram with bold advertising panels on its side travels along a tree-lined city street.
Cream neoclassical building in a cobblestone plaza; large red 'I'M YOURS' sign atop and a red exhibition cube on scaffolding in front.
Red poster with large white slogan text: I'm here. I'm open. I'm now. I'm yours. MQ logo top-right.
Diagonal collage of monthly posters labeled JAN–DEC, featuring bold month typography and varied artwork.
I'M NOW poster with bold white text on a purple-pink abstract background; orange tagline about a mesmerizing experience to get lost in.
Open brochure spread for The MuseumsQuartier Wien at a glance, featuring a large map, lists of venues, and an orange index panel with a portrait.
Two-page magazine spread about Vienna's MuseumsQuartier with article text, event listings, and portrait grid.
Two-page magazine spread titled I'M ORIGINALS featuring Janet Echelman Earthtime 1.78 sculpture, artist-talk event, and art installations.
Two-page magazine spread with MQ Ray/MQ Art Box on the left; right shows a Wiener Symphoniker night concert and a conductor conducting.
Spread from MQ Tours magazine: left page with tour posters and text, right page shows a night-lit historic building and a metal lattice sculpture.
Two-page spread of MQ Wintergarten: festive night lighting, illuminated buildings, a glass-dome pavilion, and people strolling a winter plaza.
Two-page magazine spread on Q21 at MuseumsQuartier Wien; features red-and-silver cushion sculpture and artists-in-residence profiles.
Two-page magazine spread on Architekturzentrum Wien exhibitions; left: Tatiana Bilbao Estudio interior photo; right: small boat sculpture on pedestal.
Two-page magazine spread of the Dschungel Wien theatre program, with performer photos and multilingual show descriptions.
Two-page magazine spread of event listings, featuring a concert photo on the left and a stage-performance image on the right.
Two-page magazine spread presenting Kunsthalle Wien exhibitions with artist bios and portraits.
Two-page Leopold Museum spread: left text panel, center standing nude figure painting, right grayscale portrait with a family artwork.
Two-page mumok museum catalog spread with orange panels and portraits; features a smiling person in a blue shirt and a grayscale photo.
Two-page magazine spread about Tanzquartier Wien; left: back view of a person in an embroidered jacket; right: two people lying on a red backdrop.
Reception desk scene with staff assisting visitors in a bright children's information center.
Child stacking wooden blocks in a children's museum workshop.
Two-page spread: illuminated whale sculpture in a night-lit public square; opposite page shows a modern museum exterior with MQ Libelle branding.
Purple promotional sign reading 'I'M A MESMERIZING' in a city plaza; a person with white hair stands nearby.
Poster for Janet Echelman's Earthtime 1.78 art installation at MuseumsQuartier Wien; bold white text on colorful abstract backdrop.
Four smartphones on a white background display colorful posters for Janet Echelman Earthtime 1.78.
Q21 Backstage Tour promotional poster; black-and-white tech bench with circuit boards and cables; MO Point branding.
Kaiser-Quartier Tour poster depicting a royal procession with horse-drawn carriages in a city square; onlookers line the streets.
Secret MQ Tour poster with bold 'SECRET MQ TOUR' on orange and 'I'M CURIOUS.'; teal lower panel shows a person climbing stairs in a circular inset.
Panoramic view of MuseumsQuartier Wien exterior with an orange banner reading 'I'M MQ YOURS' and outdoor seating under a blue sky.
MQ Cake Art Installation poster: colorful candy-sculpture cake on a pedestal beside a woman in a gallery holding a cake and mug.
Three red paper plates with chocolate cake slices being shared by hands indoors.
Poster for Wiener Symphoniker at MQ; outdoor open-air concert in Vienna with illuminated glass-stage canopy, crowd in front of a historic building.
Outdoor concert by Wiener Symphoniker; audience seated, a person walks center aisle toward the stage, purple lights and fabric sculpture overhead.
MQ Möbel catalogs displaying colorful modern loungers (orange, lime, magenta) on a mustard backdrop; lime-green key strap.
Teal promotional poster showing an angled museum ticket for mumok, Leopold Museum and Kunsthalle Wien; €35.
Poster for MQ 365 days of art; purple background with a tilted orange perforated MQ Jahreskarte card and bold white headline.
Beige neoclassical building with arched entrance, flanked by windows; courtyard with greenery and orange lounge chairs in the foreground.
Orange angular benches surround circular tire-planter islands with greenery in a sunlit city plaza, with historic buildings in the background.
Green line-drawing of MuseumsQuartier with MO circle logo and GOES GREEN title; foreground leaves.
Person in floral maxi dress and wide-brim hat stands among urban garden greenery, back turned.
Person in beige pants and black high-top sneakers lounges with legs raised in a city garden courtyard; two others sit among trees and orange planters.
Logo with pink background, two yellow circles, and red text 'M@ HIGHLIGHTS' across the center.
Logo displaying teal 'MQ Tours & Tickets' text on white background.
Pattern of MQ JOURNAL logos in white and red on a blue background, with small bookmark icons.
Six magazine spreads on a pink background; includes a Kinder Kultur Parcours cover and a street festival photograph.

Related

Large white lowercase a on red background with cap height and baseline guidelines; typography measurement poster.

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Child in orange shirt jumps into a blue arched alcove with a satellite-dish sculpture; large red text I'M YOURS across the foreground.

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Child tilts head back, balancing a playing card on the nose in an open field.

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Turquoise modular seating on an outdoor plaza in front of a classical museum building; large red MQ logo overhead.

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An Expansive Universe

Hardcover book on a white surface with an embossed abstract diagram and the title "A Universe of Possibilities".