We have developed the new identity for Fridericianum, Europe’s oldest public museum and home to the quinquennial contemporary art exhibition documenta. With the Fridericianum team including director Susanne Pfeffer, we have reconsidered the institution’s relationship to its two hundred and thirty-four year history by participating in its continued reinvention. A new typeface mirrors the evolution of the building by drawing upon the potential of the past to project into the future. In addition to the institutional identity we have developed a website, designed a new foyer space and created unique design materials for all Fridericianum exhibitions.