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.