A new (fictional) identity for the De Young Museum, designed as a project at ArtCenter College Of Design during the fall term of 2016.
The De Young logotype directly relates to the museum’s ability to adapt and thrive to changing times and shifting environments. The collective interaction that happens between the architecture, nature, art, and visitors is at the core of the new museum identity. For example, the contemporary traveling exhibitions are color coded to orange while the museum collection is color coded to green. It communicates the naturally occurring color permutations of the museum’s copper skin through oxidation and time from (new) orange to (aged) green within a span of 30 years. Furthermore, the layering, peeling, revealing, and shifting moves are utilised to communicate information through typography, graphic language, and use of images, within any physical or digital spaces. The graphic language reflects the museum’s adaptive transformations throughout its 100+ years of archiving art to share with the community. The connections between the past and present, the interior and exterior, and also the physical and digital spaces drove the conception of the identity to create a dynamic brand voice and a robust ecosystem of applications. See and read more on Behance.