Saint George’s Abbey is a heritage site located in Stein am Rhein, at the confluence of the Lake Constance and the river Rhine. Protected by the Swiss Confederation the former Benedictine abbey is excellently pre­­served and features outstanding cultural treasures.
Although the site is architecturally an abbey it was only used as such until its dissolution during the Reformation. Since then it experienced a multitude of usages. During its 1000-year history the abbey has become a place of many stories with ties to both regional events and Europe wide developments. With the appointment of a new head of museum the site is undergoing a transformation to become an attractive visitor destination.

SLT was given the task to develop the overall visual identity together with the graphic- and information design for a new permanent visitor experience. The visual identity is applied to printed collateral, to publications, to signage, to the visitor experience and on-screen.
The scope of the projects extends beyond the task of graphic design. Working at the intersection of design and content creation SLT is actively involved in the development and editing of the content.
The heritage site is most famous for the Banquet Hall and its early Renaissance murals.
The main challenge for the creation of the visual identity was how to represent a place with such a distinctive architecture and at the same time conveying a more abstract idea of the place as a time container, where over the course of time multiple stories unfolded. Since the surrounding region relies on tourism, the visual identity has to be multilingual.
The concept of the logotype is based on two elements: A signet and a word mark (the address s of the place). The outline of the signet is the outline of an isometric cube. It loosely references some distinct architectural features of Saint George’s Abbey. At the same time the isometric cube is a generic representation of space. The letters SG are the initials for Sankt Georgen in different languages.
The visual identity consists of a graphic tool­box and an image library. The typeface Bliss, designed by Jeremy Tankard, serves as the primary typeface for all communication. A custom set of matching pictograms complements the typography.
To convey the atmosphere of the place and to capture the 1000-year history inscribed in the place and its archi­tec­ture, a series of images was commissioned from Geneva based artist Claudio Moser. Since these images are contemporary artworks in their own right, they are as much an interpretation of the place as a means of communicating it. Therefore they where also shown in an exhibition and reintroduced into the space. There they enter into a dialogue with the ancient works of art and continue the dialogue between art and architecture that characterises the place since early on.

Photography by Claudio Moser shown in the space of the abbey

Posters (above), other advertising (bellow)

Photography: Claudio Moser

The exterior interpretational signage is floor lying on blocks of locally sourced sandstone
Scope of work:
Identity concept & creation
Art direction
Printed matter
Creation of publications

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