cLOISTERS - tHE mETROPOLITAN mUSEUM OF aRT
MUSEUM BRANDING EXERCISE
Join in the play of light and shadow on columnades throughout history at cloisters, with the metropolitan museum of art.
The project proposal was to rebrand a museum or art gallery of choice. When checking The Met’s website for inspiration, I was surprised to come across The Met – Cloisters, a second location dedicated to medieval and bizantine art, set in a building full of character which is a major reason for a visit in itself, The aim was to represent it in an exciting and modern way. The columnades which frame the buildings famous gardens was the inspiration, particularly the play of light and shadow from looking through them to the garden and then crossing in to look at them from the garden. The red color from The Met’s brand was kept for harmony with its new sister brand. The crop of the arches mid-way brings some movement to the shapes and the applications aimed to explore these moving lines and shapes even further with the use of overlapping perspective.
Harmony with the Met's main brand was worked through the choice of colors and the square shape used in the main lockup. The typography was chosen as a clean sans serif to contrast with the main brand and the details of the columnade. The condensed type alse gives it a sense of stalwartness of the columns.
Variation of the logo using only the nameplate improves scaleablity and the use against solid backgrounds for specific applications.
The overlapping columnade graphics against the striking red background give the brand artwork an exciting sense of endless movement.