The new visual identity responds to the name of the Centraal Museum; the dot represents the central location – in the middle of the Netherlands – and the significance of the museum as cultural centre in the city of Utrecht.

The dynamic identity, an alternation of simple visual elements and stimulating texts, reaches beyond the scope of a logo. Despite its dominance, the image merges well with the content. The application of the identity is therefore very versatile, allowing the identity to be recognisable in every manifestation. In spite of the diversity, Lesley Moore has succeeded in creating a consistent quality that is suitable for all media: online, print, spatial and signage. The symbol is significant for the location and the museum.

The identity reaches beyond the scope of a logo. Despite its dominance, the image merges well with the content, which makes the application of the logo very wide. Besides, the logo hold its own in every expression. The symbol is significant for the location and the museum.