LWL Museum Hellerlecht

graphic design

Branding

We craft the strategic core of your brand—defining its positioning, values, and purpose. With clear narratives and a focused identity, we build brands that are relevant, credible, and built to last.

Branding

Graphic design

LWL Museum Hellerlecht

For Hellerlecht, we developed a new name and brand identity that preserves the museum’s history while making its future visible. Rooted in the region and designed for a broad audience, the new identity brings together heritage and transformation and positions Hellerlecht as an open, relevant, and forward-looking museum.

Application Example

For generations, the open-air museum was simply known as “the open-air museum.” With the new building, it now gains a second home: an indoor space open year-round. The name and brand must therefore reflect both worlds: the open-air grounds and the new building.

Open-Air Grounds = Daylight

New Building = Staged Lighting

A New Name with Old Roots.

Hellerlecht is Low German for “bright light” or “in broad daylight.” The name is inspired by the language once spoken in the region. It connects to the regional roots that the open-air museum explores. It retains the familiar sound of “Freilicht” while representing something new. We developed the name during a collaborative workshop with museum staff and representatives from the LWL Cultural Department, tourism and the region.

Where the two elements intersect, the Lechtstrahl emerges as the symbol of the LWL Museum Hellerlecht. It brings two museum worlds together under one shared identity.

Application Example

A visual language shaped by the LWL-Museum Hellerlecht

The visual identity draws on the many facets of Hellerlecht. Prophet by Dinamo echoes the angular geometry of the new building through its distinctive chamfered details. The colour palette brings together influences from craftsmanship, technology, architecture, and landscape, while strong contrasts reflect the interplay of light and shadow.

Application Example

“The museum is currently undergoing a fundamental transformation: Our extensive open-air grounds are being complemented by a modern museum building (…). Both areas (…) offer very different perspectives on the history of this region. The new corporate design captures this perfectly. (…) We are very pleased with the trusting and straightforward collaboration with studio tülü and are convinced that the new visual identity will help us reach new target audiences (…).”

Stefanie Horst

Marketing and Public Relations,
LWL-Museum Hellerlecht

The brand identity for Hellerlecht was named a “Winner” at the German Design Award. PAGE also features the project in an article, offering insights into the idea behind the new visual identity.