Doreen Zhao
.｡*ﾟ+.*.｡ﾟ
Work
Info
Play
☆.｡.:*.*ﾟ｡
Brand identity, marketing, print, communications
The goal of the brand identity is to convey the materiality of the museum’s subject, chairs, while being approachable and flexible-use. The visual system includes a geometric, modular logo; a color palette inspired by vintage and mid-century modern art and furniture; and expressive shapes that outline chair forms.
The form of the logo is intended to call to mind the geometric shapes of furniture, while being inspired by vintage lettering. Brand colors are used intentionally, with brighter colors for more expressive purposes and neutrals for more serious purposes.
→ Sample of some moodboarding for the concept and color palette
I drew a lot of inspiration from print and general design aesthetics around the 60s-80s. As influential as the furniture, architectural, and industrial designers of the mid-century modern era have been, it seemed like an obvious place to start when thinking about the visual language for a museum for chairs.
→ Museum brochure