Asian Art Museum
Branding and Corporate Identity
The Asian Art Museum of San Francisco connects art to life. Its mission is to inspire new ways of thinking by connecting diverse
communities to historical and contemporary Asian art and culture through our world-class collection, exhibitions and programs.
The Key Attributes for the Asian Art Museum are as follow - Historic, Contemporary, Immersive, Diverse and Intrigued.
Target Audience
The Asian Art Museum aims to provide engaging and educational experiences for visitors of all ages, and the museum’s diverse programming reflects this commitment to inclusivity. People who are interested in Asian art and culture, including collectors, scholars, researchers and enthusiasts. Parents with children who want to explore and learn about different cultures through art and educational programs. Visitors to San Francisco who want to experience the city's cultural offerings. Elementary, high school, and college students who are studying art, history, or Asian cultures.
Background
The Asian Art Museum is a museum in San Francisco, California houses one of the most comprehensive collections of Asian art in the world. This museum was established in 1966 as a part of the Golden Gate Park, but it moved to its current location, the former San Francisco Main Library building, in 2003. The museum's collection includes over 18,000 objects spanning 6,000 years of history, with a particular focus on the art and cultures of China, Japan, Korea, Southeast Asia, and the Himalayas. The museum’s mission is to inspire diverse audiences to explore and appreciate the richness and diversity of Asian art and culture.
ROUGH SKETCHES AND LOGO EXPLORATIONS
LOGO DESIGN-BEFORE AND AFTER
TYPOGRAPHY AND COLOR PALETTE
Design Problem
Choose an identity-based museum that peaks your curiosity and the challenge was to redesign the logo and the overall branding of that museum. Design a new logo for the museum and select a bespoke color and typographic palette to be applied across all the brand touch points. Also create Stationery systems which includes a Business Card, letterhead, an envelope, and each component of the system should support the impression of a unified visual identity. And lastly, build a digital manifestation of the museum, that is a website and an App with all necessary information.
Objectives
The objectives of my project are to attract new audiences and increase visitor engagement and satisfaction. Enhance the museum's visibility and recognition locally and globally. Differentiate the museum from other cultural institutions and highlight its unique offerings and strengths. I aim to build a strong and cohesive brand identity that reflects the museum's mission, values, and collections. A fresh and exciting brand identity for the museum that resonates with visitors of all ages and backgrounds and inspires them to explore the richness and diversity of Asian art and culture.
Design Process
I picked the Asian Art Museum of San Francisco as it aims to "lead a diverse, global audience in discovering the distinctive materials, aesthetics and intellectual achievements of Asian art and cultures.nThe logo is inspired by the key attributes - Historic and Contemporary. I have tried to capture that essence through the earthy color palette representing a patchwork of classical elegance and rustic simplicity of the sculptures and artifacts from the museum. The yellow color adds a bit of modern twist to the earthy tones. The lines form a contemporary structure design which forms the initials AAM (Asian Art Museum). I have created thick and thin contrast in the typeface which draws attention to the most important word ‘Asian’.
Design Solution
A new brand identity for the Asian Art Museum that is modern, inclusive, and dynamic, and reflects the museum's rich history and diverse collections. I used an earthy color palette inspired by Asian art and nature, and a flexible design system that can adapt to different contexts and applications. The new brand identity also emphasizes the museum's role as a cultural hub and community resource, and invites visitors to explore and engage with Asian art and culture in new and meaningful ways. I re-designed the logo, color palette, typography, stationery that includes a business card, letterhead and envelope. I also re-designed the museum’s website and app based on the new color scheme and typeface.