Overview
The Design Museum Everywhere initiative, a new digital platform by the London Design Museum, has been launched with a distinctive branding identity developed by Superunion. This visual identity aims to transcend traditional museum branding conventions, embracing a 'playful' and 'out-there' aesthetic described as intentionally provocative.
Research Context
The branding for Design Museum Everywhere emerges from the broader trend of cultural institutions expanding their digital presence. The Design Museum's initiative specifically seeks to extend its reach beyond its physical Kensington location, making its content and mission accessible globally through digital channels. The branding was conceived to visually communicate this expansive, digitally-focused mission. Superunion's task was to create a visual system that would differentiate the digital platform while maintaining a connection to the Design Museum's established identity.
Approach
Superunion's design approach for Design Museum Everywhere centered on developing a brand identity that was both innovative and reflective of the initiative's digital nature. Key elements of this approach included:
- Custom Typeface Design: A bespoke typeface was created as a cornerstone of the visual identity. This typeface is characterized by its unexpected letterforms and 'playful' qualities.
- Dynamic Logo System: Instead of a static logo, Superunion developed a fluid, dynamic logo that incorporates a colon. This colon is designed to be highly versatile, capable of transforming into different shapes, colors, and textures, suggesting the vast and varied content accessible through the digital platform.
- Bespoke Illustration Library: A comprehensive library of illustrations was developed. These illustrations are described as 'quirky' and are intended to add personality and visual interest to the brand communications.
- Strategic Color Palette: The branding utilizes a 'loud' and vibrant color palette. This choice is positioned as a departure from more conventional museum branding colors, aiming to capture attention and communicate energy.
- Emphasis on Motion: Recognizing the digital context, motion graphics were integrated into the branding. The logo and other elements are designed to be animated, enhancing their dynamism across digital touchpoints.
Superunion Creative Director Andy Thomas characterized the approach as creating something 'brave' and 'a bit 'out-there'', suggesting an intentional move away from 'safe' design choices commonly seen in the cultural sector. Design Museum's Head of Digital, Adam Thornes, stated that the new branding aimed to be 'instantly recognisable' and 'reflect the spirit and scale' of the Design Museum's ambition.
Findings
The implementation of Superunion's branding for Design Museum Everywhere has resulted in a visual identity characterized by several distinct features:
- The branding employs a custom typeface with 'unexpected letterforms'.
- A dynamic logo system utilizes a colon, which is adaptable to various shapes, colors, and textures.
- A 'quirky' bespoke illustration library supports the visual communications.
- The color palette is described as 'loud' and vibrant.
- Motion is integrated into the branding to enhance dynamism across digital platforms.
- The overall aesthetic is noted for its 'playful', 'out-there', and 'brave' qualities, distinguishing it from traditional museum branding.
- The branding is intended to be 'instantly recognisable' and reflect the 'spirit and scale' of the Design Museum's digital expansion.
Why This Matters
This branding is significant for its deliberate deviation from conventional museum design norms, aiming to establish a distinct and memorable presence for a digital-first cultural initiative. It demonstrates an approach to visual identity that prioritizes dynamism and a 'playful' aesthetic to communicate accessibility and broad digital reach.
Potential Applications
While the source does not explicitly outline future applications beyond its current use for the Design Museum Everywhere initiative, the design philosophy could potentially inform future branding strategies for cultural institutions seeking to establish distinct digital identities. The use of dynamic elements and bespoke assets offers a model for creating adaptable visual systems for online platforms.