and more

Foam: the Brand

Project for Foam (2001 - present)

An effervescent brand

From the first exhibition Dutch Delight onwards, Foam makes it clear: this is more than just a museum. Foam is a platform for all photography: autonomous, documentary, applied, historical and modern. Foam is everywhere: in its home at number 609 Keizersgracht in Amsterdam, in temporary exhibitions out in the streets, in a magazine, in a club for photographers and much more. Foam is all around you. No hierarchical distinction is made between famous photographers, rising talent and amateurs. Foam wants to allow as many people as possible to enjoy photography, share knowledge, prompt discussions and continually rediscover itself.

The brand concept supports and facilitates the organisation’s ambitions, captured in a short, international name that can be used on every platform imaginable. All communication is based on photography: every campaign is simultaneously an exhibition. The brand’s flexibility promotes the entrepreneurial spirit of the people at Foam. Consequently, Foam is bubbling with energy, is at the forefront of developing new products and services, and in the meantime has become one of the most popular museums in Amsterdam, too.

See also: Foam Magazine, Foam Campaigns, Foam Public Space, Foam Fund