High Museum of Art
Identity Design
This project redesigned the identity of the museum. Make it more representative. The new identity combines the appearance and name of the museum, giving the museum a unique new vision.
The complete process is at the bottom.
Overview
As the largest art exhibition center in Atlanta, this state-of-the-art art gallery not only serves the people of Atlanta but also needs to serve visitors from all over the United States and even the world as it is a world-class art museum. At the same time, as an art museum, its main task is to convey art education to visitors and improve people's aesthetic level. In this project, the visual identity of the Museum will be redesigned to make it more representative and memorable.
Old Identity
The old one lacks specificity and recognition. It is very similar to The Met's identity. Visitors may mistakenly believe that the High Museum logo is suspected of plagiarism.
Local Competitors
Although the museum is not much of a financial competitor, visitor traffic is the most important data for the museum, as is the Atlanta Zoo, the Atlanta botanical garden, the Coca-Cola company, the aquarium, and other open museums in Atlanta.
The Problem in Wayfinding System
Compared to other museums, the High Museum is not very friendly to first-time visitors. The visual guidance in the museum is not obvious, and the marking of each area is not obvious, which does not look like a system with the logo. Wayfinding systems are very weak. I went to the museum myself and recorded these questions.
Project Goals
By comparison, it can be found that the visual design in the high museum is very weak, not at the level of a famous art museum. All visual instructions are very cheap, so it is important to design the interior guide design. Meanwhile, in order to distinguish High Museum from the met, the whole logo needs to be redesigned. Based on the above, first, it is necessary to design the signs, text, and graphics inside the museum. Second, redesign the logo and auxiliary graphics.
Goal 1: The logo has been redesigned to make the museum more distinctive from the Met.
Design the main logo, the second logo, and auxiliary graphics of the high museum. Keep the original high style and redesign. Because the museum is named after the person who built it, the design still revolves around the founder’s name.
Goal 2: Design a set of wayfinding systems and graphics that match the museum logo style.
Design a set of patterns applied to the indicators in the exhibition hall are made, including toilets, elevators, stairs, information service desk, no food, no photos, and other icons that need to prompt visitors. The new WayFinding Systems will incorporate the visual styling of the new logo.
New Logo Inspiration & Evolution
High Museum of Art is Atlanta's largest art museum and an art center. But I found the museum's visual identity and way-finding system flawed. I used the museum's exterior wall features and white tiles to build countless cubes. I combined cubes with the initial letter H to form a three-dimensional logo and applied the arc of the roof to the logo according to the roof characteristics of the museum. The cube in the logo can also appear in various applications as an auxiliary graphic and a second logo feature. The new identity will bring a new cognitive and visual impact to visitors.
I tried to use 3d icons to decorate the walls of the museum to make the whole identity system more unified.
The cube has become an important element in this identity. It represents a cube carrying an art exhibition. The new logo of High Museum is composed of multiple cubes, which indirectly indicates that the museum has a strong ability to host and has a large collection of artworks. In the poster design, the cube is made more agile through separation, and inside the cube is the exhibition pattern.
This video is to promote the exhibitions held in the museum.
This is my first time use 3D application to create sculpture. The purpose is to allow the new logo to have more expansion and extensibility.