MODERNA MUSEET

As a museum with a unique and striking signature, the distinct outward architectural qualities of the Moderna Museet mirror the contemporary energy and aesthetic qualities of the identity which it is represented by. The brand identity could be expanded to incorporate the identifiable shape and colors of the museum. The goal was to develop an enriching identity which serves as an addition to its recognizability.

The identity could theoretically serve as limited time material, while it remains consistent with the existing aim of straying from strict conventional identity through use of the signature. Simultaneously, it embodies the museum’s physical nature and essence of housing the contemporary and modern.

The main cubic orange facade of the museum along with the signature is utilized to create a graphic element that directly references the unique structure of the Moderna Museet.The orange, yellow, and green colors specific to the museum are employed to reinforce the graphic element’s ties to the physical qualities of the museum. The various instances in which I imagined this asset could be applied to are shown on the following pages.

Through referencing physical and noticeable elements of the museum itself, a strong recognizable campaign is created. It’s bold, simple, and colorful appearance also mimics the aesthetic of a blank canvas: of somewhere where growth occurs.