Fonds Kwadraat

Fonds Kwadraat provides interest free loans to promising artists, designers and photographers, giving them the opportunity to develop and present new work. Since its founding in 1971 Fonds Kwadraat financed more than 2000 projects with a total value of over seven million euros.

Novel was approached by the erstwhile Materiaalfonds to invent a new name and to create a new brand identity for the organisation. The objective was to communicate the revolving nature of the fund and be more in line with the contemporary mode of artistic production. Additionally, the new brand should be more attractive to donors.

With approval of the board of Materiaalfonds, Novel decided on the name ‘Fonds Kwadraat’. A powerful mathematical name that represents the multiplier function of the fund as well as the leap from financial and artistic value. Novel developed a brand identity with graphic design buro Mulititude, and a campaign strategy with a varied communications toolkit including a series of videos, an event, a press release, social media advertising and a news letter.

Looking for strategy and communication? Get in touch at

Fonds Kwadraat
Fonds Kwadraat Facebook

Graphic design: Multitude