BRANDING 2016 T
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M U S E U M BRANDING G U I D E
YING ZUO
CONTENT CHAPTER1 What Is Museum Branding
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CHAPTER 2 HOW DOES IT WORK
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-Criteria for a Branding -CASE 1 MOMA -CASE 2 WHITNEY MUSEUM
CHAPTER 3 GETTING GOING
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-Analysis and Compare between old logo and new logo
CHAPTER 4 PRACTICE EXAMPLES
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CHAPTER 5 DEVELOPING OF MUSEUM BRANDING [HOW DOES IT DO NE]
32 -Case 1 The New Museum Rebranding work -Feedback & Reflection -Website and New Media
CHAPTER 6 CONCLUSION
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-Conclusion -Living museum’s branding examples
CHAPTER 7 BIBLIGRAPHY
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fig. 1 Museum of Modern Art. (Brucemaudesign.com, 2016)
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CHAPTER 1 CONCEPT
INTRODUCTION
W H AT I S M U S E U M B R A N D I N G
Museum Branding:
Each product needs branding for itself. It is said that ‘Brands are
A museum is an institution that cares of
what they are (and can be) because of all the ways in which they
a collection of artfacts and other objects
behave, both operationally and in relation to their customers.’
of artistic, cultural, historial, or scientific
(Baskin and Earls, 2005)
importance and makes them available for public viewing through exhibits that may
Good brand tells about vision and mission to all the people and
be permanent of temporary.
audiences.
Branding lunches by a big mount
Branding a museum provides it an image and personality that
of forms-through exhibitions,
supporters can identity with and an institutionally to whom they
programs, publications, website, marketing, and so on. Branding for a museum, sometimes it seems like tangible or intangible
want to contribute funds. Images are significant for a museums’ branding. A museum can define its brand, but it’s the visitor and volunteer who most see and feel the image.
conception, it symbolized and presents by logo, trademark. The institution managed all of conception, create them and influence people.
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A consistent look and attitude help people feel familiar with the museum and comfortable in giving it their loyalty.
ELEMENTS Exhibition Visitor Tourists Members Event Program Signage Marketing Donors Volunteers Partners Educators Staff Media Purchasers of store Community leaders Guest speakers Association Diners at the cafĂŠ Sponsors publications
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CASE 1 MoMA
fig. 2 Museum of Modern Art. (Brucemaudesign.com, 2016)
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MUSEUM OF MODERN ART
Museum of Modern Art New York’s Museum of Modern Art (MoMA) is widely considered to be the greatest modern art museum in the world. In the early 2000s, the museum underwent a major renovation and expansion designed by Yoshio Taniguchi. ‘Bruce Mau Design was invited to design a new identity for the brand. Actually, a redesign of iconic MoMA was included in this program.’ (Brucemaudesign.com, 2016) ‘We ultimately decided to keep the MoMA identity the same, choosing instead to develop a cohesive way-finding and signage system as an artistic extension of the existing logo.’ (Brucemaudesign.com, 2016) The designer wants to use signage system as a metaphor for sound, after that, the all series of typeface. "full urban" style, seems to be a contemplative, quiet sound. The whole design system has been set done, the visual language MoMA used became more attractive and subtle, provide a comprehensive, silent space for visitors, despite it located in the busiest center of USA.
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GET S TA R T E D
Step A: Get in touch with target audiences
Step B: Communicate with target audiences (know what the need)
Step C: Orientation/market research
Step D: Make a plan
Step E: Design (promotion)
Step F: Testing (testing-design-testing)
Step G: Feedback (rethink and analysis, evaluate)
fig. 3 &4 THE METROPOLITAN MUSEUM OF ART, NEW YORK’S FANS Interests & Passions (Customer-profile.com, 2016))
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Research
R E S E A R C H A B O U T TA R G E T A U D I E N C E S THE METROPOLITAN MUSEUM OF ART, NEW YORK’S FANS Interests & Passions (Customer-profile.com, 2016)
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CHAPTER 2
HOW DOES IT WORK When we talk about brand. We talk about
Criteria for a branding’s logo and type.
the personality of museum. The strength
The visual signature is usually a simply illustration and it identifies
of brand is the most powerful personality.
typeface of museum. Media arts & Design
I would like give a guidance for the museum’s branding on design aspects.
-LOGO, TYPE, SIGNATURE, NAME, VISUAL STYLE, TAGLINE, BOARD LABELS. -MAGAZINE, NEWSLETTER. (PUBLICATIONS) -WEBSITE -COLOR, TYPEFACE -PLACE: LOBBY, EXHIBITIONS, RETAIL DESIGN.
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CASE 2 WHITNEY MUSEUM
fig. 5&6 Whitney Museum of American Art. (Graphic Identity) (Co.Design, 2013)
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KEEP IT SIMPLE
UNFOLDING THE LINE As with a line, every story needs a begin-
L E G I B I L I T Y- M A K E S U R E T H E T Y P E F A C E A N D L O G O I S I M M E D I AT E LY READABLE, AND DIFFERENT FROM T H E T E X T F O N T.
ning. Keep it simple is the key point of Whitney museum’s visual identity. ‘Are may be a shape, the zig-zag line also is a metaphor for a non-simplistic more complicated history of art.’ (Experimentaljetset.nl, 2016) The curve shapes as a direction and sign. Media arts & Design NEUE Haas Grotesk is a redraw version of a swiss typeface or originally designed by Max Miedinger and Eduard Hofmann, between 1957 and 1961.
fig. 7 Whitney Museum of American Art. (Graphic Identity) (Co.Design, 2013)
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It contains flexibility and inflexibility as the same time. The ‘w’ sign is flexibility, and opens as a completely flexible system. Within the redraw vision of Neue Haas Grotesk, they find something is familiar between the ‘old’ and the ‘new’, also, the ‘W’-line means a pulse, a beat (heartbeat of the city and the country), this letter may show the Whitey’s each breathing (in and out). “The ‘W’ means Whitney stand in the center of the past and now, as well as history and present. It keeps going all the way.” (Co.Design, 2013)
fig. 8&9&10 Whitney Museum of American Art. (Graphic Identity) (Co.Design, 2013)
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fig. 11 Whitney Museum of American Art. (Graphic Identity) (Co.Design, 2013)
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Why use Sans-Serif ? WHY USE SANS-SERIF ? -CAPITAL LETTERS WILL USUALLY EMPHASIZE THE INDUSTRIAL NATURE OF THE NEW WHITNEY BUILDING. -IT IS AN EXTREMELY PRACTICAL TYPEFACE. BECAUSE THE REDRAW VISION WAS ORIGINALLY INTENDED AS A NEWSPAPER TYPEFACE. THE LOGO IS ALWAYS PRINTED IN WHITE ON BLACK OR EMPTY, OR UNPRINTED, OR PRINTED IN BLACK, ON A WHITE BACKGROUND. BLACK-ON-WHITE, IS THE NATURAL HABITAT OF THE ARCHETYPITAL SIGN.
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Why Sans-Serif WHY USE SANS-SERIF ?
1.
Easy to read, pronounce in any languages.
2.
Suitable for used as any other devises and platforms.
3.
Powerful and related with company’s history.
4.
Color should be used as consistently as type and layout.
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Not too much color.
fig. 12&13 Whitney Museum of American Art. (Graphic Identity) (Co.Design, 2013)
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CHAPTER 3 GETTING GOING
- A N A LY S I S A N D C O M P A R E B E T W E E N O L D L O G O AND NEW LOGO.
The previous logo is shaped in a square. There are three intersected lines. It uses the sans-serif font. This may be a boring form for readers. When I first the new logo, it hard to be understood at once, but the ‘J’ and Color pattern-main color & secondary colorColor pat‘M’ monogram is an effective reduction of the wordmark, and the letter designed as hexagon, its matching angles displays quite deep impression.
Overlapping circle grid The main grid is repeated by a goometric pattern, in two-dimensional space.
fig. 12&13
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Color pattern-main color & secondary
TEST
colorColor pat
The typeface’s testing is features a geometric look based
(Sagmeisterwalsh.com, 2016)
on the Star of David.
Jewish Museum
fig. 13 Old logo-The Jewish Museum (Sagmeisterwalsh.com, 2016)
Old logo-The Jewish Museum
fig. 14 The New logo-The Jewish Museum.The visual signature is usually a simply illustration and it identifies typeface of museum. (Sagmeisterwalsh.com, 2016)
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O T H E R D E V E L O P M E N T-V I S U A L C O M M U N I C AT I O N -JEWISH MUSEUM’S SPECIAL P H O T O A P P L I C AT I O N .
This is quite interesting and powerful illustration. Sagmesiter & Walsh launch an app application’s illustration system, this system turn a photo or webcam stream into a Jewish Illustration.
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fig. 15&16 Application’s illustration system
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CHAPTER 4 PRAC TICE EX AMPLES
MY TESTING-SONGZHUANG BRANDING BRIEF Visual Identity for Songzhuang Contemporary Art Archive
fig. 17 Songzhuang Contemporary Art Archive (Saefudin, 2016)
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DESIGN REQUIEMENTS:
Design requirements for English as ‘Songzhuang Contemporary Art Archive’.
As for a visual symbol of Songzhuang Contemporary Art Archive, we are requiring strong identification features, rich forms of visual expression, unique creative point of view, accurate expression to feature the characteristics and international impacts.
CREATIVE CHALLENGE:
1. The visual identity should show full consideration for the development of the literature value and contemporary art, cultural connotation and other factors.
2. The Color should be simple, strong, eye-catching, attractive in a variety of environmental conditions, as well as to have a strong visual effects.
3.To be completed by the requirement of VI design system, with standard color, words and design specifications.
4.At the same time, to be able to scale and work across different channels, like website, graphic media, print production, video, exhibitions, the exterior of building, derivative souvenirs, and promotional materials.
5. Design concept can be unique, open thinking, break through limitations.
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How I did HOW I DEVELOP THE BRIEF: TA R G E T A U D I E N C E : W H Y/A I M / M O T I VAT I O N /A G E / O C C U PA T I O N /. . . . C R E AT I V E C H A L L E N G E F O R M S / P L AT F O R M S / D E S I G N C O N C E P T/. . .
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TESTING PROCESS
I use the building’s shape to be the logo graphic, and try different kinds of typefaces.
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TESTING PROCESS
I use the building’s shape to be the logo graphic, and try different kinds of typefaces.
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Finally, I decide to use this one to be the finished work.
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M A K E I T. N OW.
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Feedback & Reflection
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FROM THESE PEOPLE
---Geya(Creative executive director): Logo creating should try more times and tools.
---Leo Chen(Graphic designer in Japan)
A really good way to test for the museum branding is to give your design work to museum visitors, look at their responding and reflection. Story telling is lacked on designing process, this it important for marketing, what is your design story/Why people choose your museum to visit/something after design should be considered.
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CHAPTER 5 DEVELOPING OF MUSEUM BRANDING [HOW DOES IT D O N E]
-CASE 1 THE NEW MUSEUM REBRANDING WORK - FEEDBACK & REFLECTION -WEBSITE AND NEW MEDIA -CASE 1 THE NEW MUSEUM REBRANDING WORK The building’s shape is likes a stack of box. ‘They want to create a brand that would drive the museum’s vision and ambition to become a world player in contemporary art and first choice.’ (Olins, 2016)
fig. 17 The New Museum(Olins, 2016)
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T H E D E S I G N E R S I M P L I F Y T H E N A M E A N D C R E AT A V I S I O N E X P R E S SION AS WELL AS SUMMARIZE THE BUILDING’S SHAPE.
fig. 18&19 The New Museum (Olins, 2016)
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fig. 20&21&22 The New Museum (Olins, 2016)
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Use short and powerful words to express means, also, the attractive color is eyecatching for visitors.
Why choose Sans-serif typeface? The typeface they use is Neographik, it is suitable and simpler than serif letterforms. At the same time, the Neographik has contemporary meaning and high readability. It is important for a art institution, to communicate clearly with audiences easily.
fig. 23 The New Museum-Broucher (Olins, 2016)
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- Feedback & Reflection The New Museum encourage visitors to complete ‘talk to us’ card, and use this card get in touched with them, and launch visitors’ desk.
fig. 24 The New Museum-Building (Olins, 2016)
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CHAPTER 6 CONCLUSION
-CONCLUSION
• B A S E D O N TA R G E T A U D I E N C E S . •KEEP SIMPLE AND CLEAR. • C U LT I VAT I N G I N T E R N A L C R E AT I V I T Y T O R E T H I N K . • M A K I N G T O D AY ’ S M U S E U M I N T O T O M O R R O W ’ S MUSEUM.
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OTHER N O TA B L E LIVING MUSEUM BRANDS.
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WORK HARD
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-VA N G O G H M U S E U M ’ S B R A N D I N G
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fig. 25.26.27 -Van Gogh Museum’s branding (Vangoghmuseum.nl, 2016)
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-V&A (Victoria and Albert Museum)
fig. 28.29.30 -V&A (Victoria and Albert Museum
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-W E B S I T E A N D N E W M E D I A
fig.31 (YouTube, 2016)
For the 2010 YouTube Play Biennial Awards Show, Obscura Digital provided the visual design and projections that simultaneously mapped the interior and exterior of the Guggenheim Museum. ‘They covered the iconic spiral facade of the museum’s exterior with seamless video projections, and created an immersive 360 degree experience on the entire interior rotunda with custom developed real-time video graphics systems.’ (YouTube, 2016)
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Branding by Website Website has become a major marketing tool, it provides people a lot of convenient. A museum’s website expands to describing programs, selling products, membership, volunteer information and so on. Website must use same style images as well as graphic elements.
Andy Warhol Museum website greets the visitors with a photo of artists, and followed by pages of an iconic illustrated portrait.
fig.32
Andy Warhol Museum website (Museum, 2016)
fig.33
Andy Warhol Museum website (Museum, 2016)
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-WEBSITE AND NEW MEDIA
fig.34&35 Hermitagemuseum Homepage(Hermitagemuseum.org, 2016) Website should be showed how people interact with our museum, also, including the way finding system, tone of voice and homepage should be instantly identified.
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CHAPTER 7 BIBLIGRAPHY
BIBLIGRAOHY & READING LIST Baskin, M. and Earls, M. (2005). Xiu lian pin pai. Beijing: Ren min you dian chu ban she.
http://www.brucemaudesign.com/work/museum-of-modern-art [Accessed 1 Aug. 2016].
Experimentaljetset.nl. (2016). Experimental Jetset - Whitney Graphic Identity. [online] Available at: http://www.experimentaljetset.nl/archive/whitney-museum-identity [Accessed 1 Aug. 2016].
Co.Design. (2013). The Whitney Museum Of American Art Unveils Its New, Elastic Logo. [online] Available at: http://www.fastcodesign.com/1672665/the-whitney-museum-of-americanart-unveils-its-new-elastic-logo [Accessed 1 Aug. 2016].
Olins, W. (2016). WOLFF OLINS 2010. [online] Slideshare.net. Available at: http://www.slideshare.net/WolffOlins/wolff-olins-2010 [Accessed 1 Aug. 2016].
Customer-profile.com. (2016). The Metropolitan Museum of Art, New York Audience analysis. [online] Available at: http://customer-profile.com/art/museums-and-galleries/the-metropolitan-museum-of-art-new-york-audience-analysis.html [Accessed 1 Aug. 2016].
YouTube. (2016). Obscura Digital mapping the Guggenheim for YouTube Play. [online] Available at: https://www.youtube.com/watch?v=hSyoEDz2MAg [Accessed 1 Aug. 2016].
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Johnsonbanks.co.uk. (2016). What’s in a name? Just about everything | johnson banks | thought for the week. [online] Available at: http://johnsonbanks.co.uk/thoughtfortheweek/whats-in-a-name-just-about-everything/ [Accessed 1 Aug. 2016].
Gettingattention.org. (2016). Museum Branding Case Study | Nonprofit Marketing | Getting Attention. [online] Available at: http:// gettingattention.org/articles/129/branding/museum-branding-case-study.html [Accessed 1 Aug. 2016].
Theculturetrip.com. (2016). [online] Available at: http://theculturetrip.com/north-america/usa/florida/articles/guide-to-miami-s10-must-see-contemporary-art-galleries/ [Accessed 1 Aug. 2016].
Hyperallergic. (2013). The Whitney Museum’s New Logo Goes Nowhere. [online] Available at: http://hyperallergic.com/71653/thewhitney-museums-new-logo-goes-nowhere/ [Accessed 1 Aug. 2016].
Co.Design. (2013). The Whitney Museum Of American Art Unveils Its New, Elastic Logo. [online] Available at: http://www.fastcodesign.com/1672665/the-whitney-museum-of-american-art-unveils-its-new-elastic-logo [Accessed 1 Aug. 2016].
Whitney.org. (2016). A New Graphic Identityfor the Whitney | Whitney Museum of American Art. [online] Available at: http://whitney.org/NewIdentity [Accessed 1 Aug. 2016].
LLC, U. (2016). Brand New: W FTW (for the Whitney). [online] Underconsideration.com. Available at: http://www.underconsideration.com/brandnew/archives/w_ftw_for_the_whitney.php#.V5-FZUvbITB [Accessed 1 Aug. 2016].
Experimentaljetset.nl. (2016). Experimental Jetset - Whitney Graphic Identity. [online] Available at: http://www.experimentaljetset.nl/archive/whitney-museum-identity [Accessed 1 Aug. 2016].
Identity Designed. (2016). Identity Designed | a brand identity showcase. [online] Available at: http://identitydesigned.com [Accessed 1 Aug. 2016].
Customer-profile.com. (2016). The Metropolitan Museum of Art, New York Audience analysis. [online] Available at: http://customer-profile.com/art/museums-and-galleries/the-metropolitan-museum-of-art-new-york-audience-analysis.html [Accessed 1 Aug. 2016].
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Identity Designed. (2013). Kroller-Muller Museum. [online] Available at: http://identitydesigned.com/kroller-muller-museum/ [Accessed 1 Aug. 2016].
Figure Sagmeisterwalsh.com. (2016). [online] Available at: http://sagmeisterwalsh.com/work/all/jewish-museum-identity/ [Accessed 1 Aug. 2016].
YouTube. (2016). Obscura Digital mapping the Guggenheim for YouTube Play. [online] Available at: https://www.youtube.com/ watch?v=hSyoEDz2MAg [Accessed 1 Aug. 2016].
Museum, T. (2016). the warhol:. [online] Warhol.org. Available at: http://www.warhol.org [Accessed 1 Aug. 2016].
Hermitagemuseum.org. (2016). Hermitage. [online] Available at: https://www.hermitagemuseum.org/wps/portal/hermitage?lng=zh [Accessed 1 Aug. 2016].
Theculturetrip.com. (2016). [online] Available at: http://theculturetrip.com/north-america/usa/florida/articles/guide-to-miami-s10-must-see-contemporary-art-galleries/ [Accessed 1 Aug. 2016].
Saefudin, A. (2016). Modern Songzhuang Artist Residence in Beijing by DnA Architects. [online] Architecture | Home Design Trends. Available at: http://archometrend.blogspot.co.uk/2009/10/modern-songzhuang-artist-residence-in.html [Accessed 4 Aug. 2016].
Vangoghmuseum.nl. (2016). Van Gogh Museum - Van Gogh Museum. [online] Available at: https://www.vangoghmuseum.nl [Accessed 4 Aug. 2016].
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B SO YO U MUCH! YING ZUO BEIYUEZUOYING@GMAIL.COM https://www.instagram.com/mikazuozuo/ https://www.behance.net/mikazuo