The Brussels office of Base Design has won a pitch to create the new identity for leading Munich art museum Haus Der Kunst. The studio has likened the new system to an elastic band

The core idea of the identity system is that the spacing of the letters will shift, as if the phrase Haus Der Kunst were being stretched like an elastic band. According to Base, the concept reflects the institutions key attributes of "flexibility, resilience and adaptability". The irregularly-spaced, morphing wordmark will run along the top of the museum's facade (mock-up shown above).

Shown above is how the mark might appear on advertising (above) and on the gallery's newsletter (below).

According to Base, the constantly shifting appearance of the logo symbolises "Haus der Kunst's flexible and adventurous programming". It's an ingenious idea that no doubt will stand or fall with the quality of its execution. We will report back once the system has begun to be implemented.

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If you enjoy reading the Creative Review website, we think you'll enjoy reading the magazine even more. The December issue of CR includes a profile piece on the independent creative scene in Liverpool, a major interview with Dutch book designer Irma Boom and a great piece on 'Poster King' Edward McKnight Kauffer. You'll also find articles on Dentsu London, a review of the Walker Art Center's Graphic Design: Now in Production show and a fascinating debate on the clash between design and advertising betwen Wally Olins and CHI's Dan Beckett.

And if that wasn't enough, the issue also includes a FREE paper toy for readers to cut out and customise.

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