Denver art museum
Project
Flexible Branding
Challenge
Create a “kit of parts” for generating a visual brand/identity for a
museum of your choice (Art, Children’s, etc.). Do research on existing museums and find one that you feel needs a rebranding. Your goal is to design a system (consisting of type, pattern, color, image elements, etc.) that is capable of generating an open-ended set of variations rather than a fixed solution. Your final solution may or may not include a “traditional logo” as one of the brand elements.
Solution
I chose to create a new identity for the Denver Art Museum. I was inspired by the beauty of Denver and the architecture of the museum.The architecture of the museum is a work of art in itself. The brand I created was to exemplify the building, with its sharp angular shapes and iridescent quality. I created a set of geometric shapes drawn from the actual forms from different views of the Denver Art Museum. From these shapes I compiled textures and designs based on mountain ranges. I thought it best to abstract the shapes from the literal, physical structure of the museum. So the result is a system of triangular shapes. Overall I wanted to embody the area, the museum architecture, and the artistic nature of the museum.