Visual Qualities for Reconsideration

After conducting extensive research and a visual brand audit, I have developed several initial insights regarding items requiring redesign and reconsideration.


Change of logo color. Red is an extremely popular color for logos and corporate identities. Red is much too common a color to represent a client who is so unique and artistic. I am suggesting the use of orange as the main brand color and brand image backbone. Orange is theorized to stimulate mental activity and creativity. Orange is different and stands out and has very high visibility sure to catch the eye.

Focus of the logo. The current logo focuses on the letters of the actual name of the museum, this does not impact on a deeper level. The logo should speak to the organization itself. After researching the museum I have several ideas for a concept the logo could focus on: the constant changing and improvement of the building itself, the sister museum in Japan, the museum being built in stages to allow for the building of new wings in the future, the diversity of the visitors and the fact that the museum has something for everyone. These are just a few initial thoughts.

More brand collateral and a more cohesive brand image. While the client has previously established a brand image and identity, this is very difficult to find and associate with the brand itself. After extensive research, I was unable to find significant amounts of brand collateral. The brand should have a vast array of collateral such as a building sign, banners, posters, flyers, brochures, newsletters, email blasts, etc. I am suggesting a full brand awareness campaign for this client.

Universal brand identity. Since this client focuses around a hugely diverse audience, the brand identity needs to be appealing to this entire demographic. Visitors to the museum range from elementary school students to scholars and intellectuals. The brand developed should appeal to all of these individuals on some level.

Development of gift shop collateral. The museum currently sells branded products in the gift shop, but they do not fully project the brand. Souveniers in the gift shop bearing the MFA logo do not adequately convey the brand itself, these gifts have images of art works on them instead. This is a great opportunity to give museum visitors something MFA branded to take away with them. These items could consist of mugs, t-shirts, magnets, key chains, art sets, book bags, etc. Instead of simply placing images of art work on the gift shop collateral, this is a great opportunity to convey the brand itself.

Banners hanging from the main entrance. The banners hanging from the main entrance of the museum hardly convey the MFA brand itself. Once again the art is the main focal point of this form of collateral. While it is crucial to convey the art itself, it is also important for the brand to be present. I suggest creating a balance between the two. There is such a large beautiful space to work with in front of the building that there is plenty of room to showcase the art along with the MFA brand. People need to associate the art with the MFA.