Museum of Contemporary Art - Visual identity design
Goal: Develop a visual identity that is impactful and cohesive across print and digital
CASE STUDY
Museum of Contemporary Art San Diego
ROLE
Brand designer
PROJECT
The Museum of Contemporary Art San Diego (MCASD) is a prominent cultural institution committed to presenting contemporary art from around the globe. They required a new logo that would resonate with visitors and reflect the picturesque setting of their La Jolla location, alongside a sophisticated brand design strategy. The museum frequently promotes new exhibits through large printed posters, and tickets are available for purchase on their website.
SERVICES
Logo design
Process book
Print design
Digital design
Opportunity: Update the logo with contemporary elements that speak to the museum's iconic collection
Logo design
After research, sketching, and brainstorming, a logo icon inspired by the museum's iconic boat sculpture was created using a grid layout. A geometric, sans-serif font was selected and hand-set to balance the icon. Stacked and horizontal versions of the logo were created to improve scalability.
PROCESS BOOK
A process book was meticulously compiled, starting with initial brainstorming sessions and mood boards inspired by the museum's diverse collection. It documented the exploration of various design elements, including logo concepts, color palettes, and typography. The book included a detailed presentation of the final visual identity, accompanied by explanations of key design decisions and how they aligned with the museum's brand narrative.
Opportunity: Use creative typefaces and bold photography to balance minimalist brand design
Print/ DIgital design
The logo icon was used as a graphic element, overlaying photography to create a cutout effect. The print examples for a photography exhibition inspired the hero images for the museum website. Landing pages were designed to be simple, intuitive, and responsive across all devices.
The new visual identity design makes a statement across all mediums and platforms.
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