FUTURE AMAZING

As one of the largest museums in the western world, but with a debt of $120 Million, the historical museum was in need of a makeover and more importantly a new direction. Originally part of the M.H. de Young Memorial Museum in Golden Gate Park San Fran, it later went on to become one of the largest museums housing more than 17,000 art pieces solely dedicated to the asian arts. But after losing its luster, direction and proper perspective, the museum reached out to reknow brand consultancy Wolff Olins.

Wolff Olins approached the project with the goal to evoke and emphasize the new perspective and vision the museum was taking, thus creating an upside down “A” that served as a gateway / window to the different elements involved with the museum.

“Its graphic, upside down A mark, accompanied by the word “Asian,” also communicates the museum’s desire to engage all: in mathematics, an upside down A denotes ‘for all.’”

Take a look at more of the new brands elements in action and the new perspective and bold vision the museum is now focused on…

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The Tiger Woods logo isn’t a golf club. The Virgin Atlantic logo isn’t an airplane. The Xerox logo isn’t a photocopier. Computer logos don’t need to show computers, dentist logos don’t need to show teeth, and furniture store logos don’t need to show furniture. Just because it’s relevant, doesn’t mean you can’t do better using a design that doesn’t depict the product or service your client provides.