A historic institution reframed as a portal to global art.
SPECULATIVE PROJECT | VISUAL IDENTITY SYSTEM | 2022
The ChallengeCreate a contemporary identity for a historic museum whose collection spans cultures, periods, and artistic disciplines, without allowing any single style of art to define the institution.
OOHI created outdoor advertising that combines bold typography, collection imagery, and the signature arch pattern to deliver impactful, instantly recognizable brand moments.
LogoI took inspiration from the architectural arches in the museum and created a symbol that represents entering a unique art space. I also used the arch shape as a background pattern to convey movement.
Color SystemThe color palette was inspired by warm reds, pinks, and earth tones found throughout the museum’s collection.
TypographyI selected the Collier font for its bold and versatile display with minimal serifs, conveying an early twentieth-century flair. This contrasts with the New Frank font, which is a tall condensed font suitable for body copy and captions.
IconographyThe arch extends beyond the logo to serve as the primary building block of the visual system. I designed the iconography to echo its distinctive thick-and-thin forms, creating a cohesive visual language across the brand.
ApplicationI wanted the applications to be designed around three primary functions: attracting visitors, guiding their experience, and extending their relationship with the museum.
Outcome