Brief: Propose a new graphic identity for a specialist 21st-century museum applied to print, screen and environmental applications, together with typographic guidelines that reinforce the value and power of design from the inside out.
Strategy
In my search for unique museums, I had found the concept of Museum of Food. Human history has been controlled by our diet, and our diet has control our history. In a plastic-wrapped society, I think it is of great importance to learn of the past, to be better equipped for the present, and to build a great future.
I have chosen Japan as it is a culture that greatly differs from the one we are used to, and its detachment from the home cooked food from scratch makes it a great place to start on the education about food and agriculture. Already established, the Museum is part of a University, and while it could attract some curious eyes, it does not appeal to the greater public, failing to use some of the great attributes it has: a gorgeous modern building, exhibitions of interest that are not well advertised, and not appealing to the overall public, that might not know that they are interested in the subject.
Using the “cute” culture, the re-branding is meant to have a friendlier appeal, as well as hint to the exhibitions it possesses through the logo, something it does not currently do. As discovered in The Power of Kawaii: Viewing Cute Images Promotes a Careful Behavior and Narrows Attentional Focus, the “cuteness” can have a big impact. Therefore, the target group are teenagers and the young adults familiar with the concept, from 14 to 30 years old. Using both bold and tamed colours, the branding is in theme with the current graphic design trends in Tokyo.
Through developing several alternative logos, the popularity of the museum can increase. One way to do so is creating enamel pins, which are very popular in Japan, as well as patches. Creating good quality promotional materials, together with an appealing, responsive website, and having the well-known Japanese posters visible in the public, the strategy of the re-branding is bound to have positive results and increase the interest in visiting the Food and Agriculture Museum.
