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