This was a personal branding project where I developed a symbol that reflected both the art museum concept yet portraying originality. My design was mainly based from imagery found in historic art figures and monuments. My ultimate design was then applied to a variety of collaterals in order to show the complete branding process.
The process began with sketching different objects that represented the concept of an art museum. My first attempts were quite geometric in style because of the symmetry and timeless design they possess. However, in order to incorporate change, perhaps some asymmetric design needed to be implemented. Thus I chose to combine the two by designing a shape within a shape. The reason why I ultimately based my design out of the circle was to represent continuity from the past to the present.
The design represents an ornamental motif that is irregular and asymmetrical. Both the negative and positive spaces work inextricably to create this rhythm and dynamic design. The shape intends to represent classic forms yet manifesting the change art has through the decades and centuries. The soft stone gray tones are meant to symbolize the common interior spaces of The San Diego Museum of Art. Still, the strong shape itself that makes it possible to hold any color combination one desires for various branding elements. Therefore, if this shape was to be used in a specific interior or exterior place, the color could be changed accordingly to complement the surrounding design.
In addition to the common stationary design needed to represent a brand, UX mobile friendly design needs to also complement the brand. Thus I created a simple design that holds the current web content of the museum in a theme that matches the logo and color scheme. Not only is it simple in design, but also a responsive layout that can be coded in HTML5 and CSS3.
This branding project allows me to show the research behind a logo mark and the possible implementations of the design across different media. The ultimate goal is to create something fresh and original that accurately relates to the business.
