Ghigo Gabellieri - Metropolitan Museum of The Art

THE METROPOLITAN MUSEUM OF THE ART CORPORATE IDENTITY RESTYLING

THE ANALYSIS 1

Made by: MASSIMO VIGNELLI ASSOCIATED Is considered one of the top 10 most beautiful Museum Logos.

2

YELLOW as symbol of KNOWLEDGE AND LIGHT.

3

M letter was created by Leonardo da Vinci for “De Divina Proportione”, a mathematics book by Luca Pacioli in 1497.

4

CIRLE as PERFECTION.

FOCUS ON YELLOW IS RIGHTLY CONSIDERED AS SYMBOL OF LIGHT AND KNOWLEDGE. In many artistic traditions yellow and gold stand for the symbolic element in wich Gods and supernatural elements reflect their powers. (Christian tradition, Bizantine tradition, Japanese tradition, Orthodox tradition, etc...)

So YELLOW is commonly recognized as the symbol of KNOWLEDGE

FOCUS ON THE LETTER M STYLE This “M� is strictly related to a Renaissance style, a Leonardian proportional ratio style.

Metropolitan Museum of Art in NY, instead, contains the highest number of artistic periods, about 5000 years of human history.

So, the coherence between graphic style and the whole corporate identity could be improved in order to create a better and newer mark.

FOCUS ON / Scketches

The

MET The Metropolitan Museum of Art

The Metro politan Museum of Ar t

M

T

P

T

The Metropolitan Museum of Art

The Metropolitan Museum of Art www.metmuseum.org

FOCUS ON / The Logo

1

YELLOW as symbol of knowledge and light is the same.

3

CIRCLE as PERFECTION

The Metropolitan Museum of Art www.metmuseum.org

2

M letter it’s been changed into a notprecise style, something blurry and not directly related to an Historic Art period.

On 90% black

The Metropolitan Museum of Art www.metmuseum.org

Inverted on 90% black

The Metropolitan Museum of Art www.metmuseum.org

Outlines

The Metropolitan Museum of Art www.metmuseum.org

TYPEFACE

Brand typeface

AaBbCc01234 Helvetiva Bold

Helvetiva Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Colours Palette

Color palette

primary

secondary

HORIZONTAL ALIGNMENT

The Metropolitan Museum of Art www.metmuseum.org

The Metropolitan Museum of Art www.metmuseum.org

The Metropolitan Museum of Art www.metmuseum.org

MARK Proportional Scale

100%

75% 50%

24 AREAS “THE MET� is composed by 24 different areas.

The logo has to be easily declinable into new colours keeping also his recognizability in shape and graphic style.

So the logo was declined into 24 different colours, one for each of the 24 areas.

24 AREAS / Colours declination The Metropolitan Museum of Art

The Metropolitan Museum of Art

The Metropolitan Museum of Art

The Metropolitan Museum of Art

The Metropolitan Museum of Art

The Metropolitan Museum of Art

The Metropolitan Museum of Art

The Metropolitan Museum of Art

The Metropolitan Museum of Art

The Metropolitan Museum of Art

The Metropolitan Museum of Art

The Metropolitan Museum of Art

The Metropolitan Museum of Art

The Metropolitan Museum of Art

The Metropolitan Museum of Art

The Metropolitan Museum of Art

The Metropolitan Museum of Art

The Metropolitan Museum of Art

The Metropolitan Museum of Art

The Metropolitan Museum of Art

The Metropolitan Museum of Art

The Metropolitan Museum of Art

The Metropolitan Museum of Art

The Metropolitan Museum of Art

The American Wing

Ancient Near Eastern Art

Arts of Korea

Chinese Art

Drawing, Prints and Photographs

European Painting

European Sculpture and Decorative Arts

Cypriot Art

Islamic Art

Japanese Art

Musical Instrument

19th Century European Painting and Sculpture

Modern Art

South and Southeast Asian Art

Arms and Armor

Arts of Africa, Oceania and the Americas

Egyptian Art

European Sculpture and Decorative Arts

Grace Rainey Rogers Auditorium

Greek and Roman Art

Greek and Roman Art

Medieval Art

The Robert Lehman Collection

Modern Art

USE THE LOGO The new logo has to be necessarily usable for different media, print and digital ones.

Here we have some example:

USE THE LOGO / On images test

The Metropolitan Museum of Art www.metmuseum.org

USE THE LOGO / On images test

The Metropolitan Museum of Art www.metmuseum.org

“The� Element Circle shape is perfect, perfectly declinable and constantly insertable into a perfect square shape.

But, for a complete and multitasking design the logo needs a coordinate element usefull to be used into other not-usual usages.

The Element

PREVIOUS

CURRENT AREA

NEXT AREA

Colour blocks became an infographic language usefull in to order to create some recursive usages.

The Element / 50x70 print

The Metropolitan Museum of Art Greek and Roman Art

The Element / Web Layout

The Element / Promo Desktop

The Element / Promo Desktop

The Element / T-shirts

The Element / Shopping Bag

The Element / Shopping Bag

The Element / Promo Book

Thank you for your attention