Branding
Museum of Art Long Beach
Role
Designer / Art Director
Start
May 2019
Finished
June 2019
01.-
Context
About Museum of Art Long Beach
The Museum of Art Long Beach, is a small independently run museum based in Southern California. Its collection spans over 300 years and contains over 3,200 pieces from American and European artists. Not only does the museum have a permanent collection, they also regularly host exhibitions and events.
The Challenge
With the brand feeling outdated, and simply put a little mundane, I felt it was necessary to come up with something that felt bold and lively. The old brand also had no potential to use on merchandise and souvenirs, so that was something I took into consideration.
02.-
Approach
Connecting the Brand to Art
The new identity was heavily inspired by a painter’s messy palette, a swoosh of colors all intermingling and colliding with one another, giving off a vibrant energy, and most importantly making the brand feel artsy.
The color palette graphic was also set up with merchandise and other touchpoints in mind, so can be easily utilized as a graphic / print itself.
The youthful colors provided the perfect base for a very minimal typographic layout, helping the final logo feel more modern and almost Scandinavian, in turn a subtle nod to the European pieces that can be found on display at the museum.
03.-
Conclusion
Results
Due to financial constraints of the museum, they rather disappointingly could not commit to the undertaking of a complete rebrand. They did however love the concepts and expressed an interest to revisit the prospect of using the concept at a later date, when their budget allowed for it.