Zak Group has been awarded the prestigious German Design Award for its identity and art direction of the Museum für Moderne Kunst.

The museum’s identity makes a claim. Through the introduction of a superscript trademark symbol ^MMK the identity highlights the ways in which brands lay claim to ideas. The ^MMK symbol is attached to individual words and phrases to claim them as part of the museum’s identity.

The German Design Award is the international prize from the German Design Council awarded to high-quality projects for their pioneering contributions to the German and international design landscape.

The launch of the identity in October 2018 coincided with the appointment of Susanne Pfeffer as director and the opening of two solo-exhibitions by Cady Noland and Marianna Simnett and the group show Because I Live Here.

The comprehensive identity system encompasses a new logo, bespoke typeface, website and the re-naming of the museum’s three venues. As part of the MMK’s new identity Zak Group renamed the museum’s three venues after the type of building they occupy. The postmodern museum building designed by Hans Hollein in 1981 was renamed MUSEUM^MMK, the exhibition space located in the financial district was renamed TOWER^MMK, and the former customs office was renamed using the German word ZOLLAMT^MMK.

Zak Group was previously honoured by the German Design Council for the 8th Berlin Biennale which received a Gold award for Campaign and Advertising in Excellent Communications Design.