which was mostly funded by Amsterdam's city council. Visual identity In 1963, Wim Crouwel and his design company, Total Design, began working for the Stedelijk Museum under the new director Eduard de Wilde. Crouwel designed catalogues, invitations, posters, and brochures using a consistent grid. He wanted to standardize the typography using the Univers typeface since it has the same x height on every weight. This grid-like layout became known as the SM-design style. Armand Mevis and Linda van Deursen redesigned the logo and visual identity of the museum in 2012, which was gradually unveiled with its re-opening on 23 September 2012. Mevis and van Deursen had previously designed the graphic identity of the temporary Stedelijk program from 2010 to 2012. The main aspect of the new logo is a large sans-serif S that is composed of the letters of the museum's name in capital letters. The typeface used is Union, a hybrid of Helvetica and Arial, created by Czech typographer Radim Peško in 2009. Union is used for all of the museum's interior and exterior signage and additional materials and resources. The new logo visual identity was controversial at first, especially since Wim Crouwel's original logo was extremely admired and influential. Organization Originally a municipal body, the Stedelijk Museum Amsterdam became a foundation on 1 January 2006, and is accountable to a supervisory board. The museum had 138,720 visitors in 2011 and 300,000 visitors in 2012. In the first twelve months after the reopening in September 2012, the museum had 750,000 visitors. In 2013, the museum had 700,000 visitors. It was the 4th most visited museum in the Netherlands, after the Rijksmuseum, Van Gogh Museum, and Anne Frank House, and the 87th most visited art museum worldwide that year. In 2014 and 2015, the museum had respectively 816,396 and . Directors Jan Eduard van Someren Brand (1895–1906) Cornelis Baard (1906–1936) David Röell (1936–1945) Willem Sandberg (1945–1963) Edy de Wilde (1963–1985) Wim Beeren (1985–1993) Rudi Fuchs (1993–2003) Hans van Beers (2003–2005) Gijs van Tuyl (2005–2009) Ann Goldstein (2010–2013; the last year as artistic director only) Karin van Gilst (2013–2017; as managing director) Beatrix Ruf (2014–2017; as artistic director) Rein Wolfs (since 2019; Director) Jacqueline Bongartz (since 2019; Managing Director) References External links Stedelijk Museum Amsterdam, official website Stedelijk Museum Bureau Amsterdam, project space of Stedelijk Museum Amsterdam Art in Amsterdam Art museums and galleries in the Netherlands Art museums established in