The Best Museum Logos: Analyzing Visual Identity in the Cultural Sector
Museum logos not only serve as distinctive visual elements but also act as carriers of the cultural and artistic identity they represent.
From a graphic design perspective, it's fascinating to examine how museums have approached the creation of their logos and graphic identities. In this article, we'll analyze some of what we consider the most relevant or well-conceived in each case.
Following our small investigation, we see three main approaches to museum logos. We'll use this classification to discuss them today.
- Museum logos based on their building
- Museum logos based on their theme or collection
- Abstract and typographic museum logos
- How to achieve a relevant brand for a museum
Museum logos based on their building
Memphis Art Museum
We couldn't write this article without showcasing some work from Pentagram, particularly from their partner Paula Scher. Scher is one of the most recognized active designers globally, interestingly responsible for the identities of many cultural institutions. This time, we'll comment on her work for the most extensive and oldest art museum in Tennessee, USA, the Memphis Art Museum.
The design is structured around a dynamic logo, modulating vertically and horizontally. The letter shapes are derived from the straight and angular architecture of the new building. While the typography may seem somewhat unusual, the letters are programmed to remain legible as they expand and contract, not only used for the logo but also for headlines.
Casa da Música
It is not a museum, but this logo we like so much has had such an impact that we couldn't exclude it from this article! The Casa da Música logo is entirely based on the famous and unique building by architect Rem Koolhaas in Porto, Portugal.
What's interesting is how its designer (also famous and unique) Stefan Sagmeister takes it further, transforming it in myriad ways. The goal was to showcase the multiple styles of music performed in this space and, therefore, to change the logo through 3D rendering. The result is an adaptable and fluid logo thanks to specifically programmed software. Something that today might not surprise us much, but when it was launched in 2007, it was a completely innovative approach.
Museum logos based on their theme or collection
National Museum of Iceland
This museum, one of Iceland's most important cultural institutions, boasts a graphic identity combining a forward-looking vision and cultural roots. In this case, what we call the logo (the axe-shaped icon established in 1993) is part of a much broader system.
One of the main elements of this new identity is a sans-serif typeface combined with glyphs that span Icelandic cultural history, from runes to 16th-century letters. Thus, solely through typography, it captures and traverses centuries of history.
Van Gogh Museum
As far back as 2011, the Van Gogh Museum, one of the most visited museums globally, underwent a rebranding. Its logo is entirely abstract, based on a black square and typography, making it easy to apply across all media and formats independently.
However, it's accompanied by patterns based on Vincent Van Gogh's characteristic brushstroke, adding colour and character to the brand. We find an element inspired by the artwork, which, thanks to extreme synthesis, can be used in multiple formats and colours.
Abstract and typographic museum logos
Designmuseo
We haven't delved into technical terminology in this article, so we've called everything a "logo." In reality, a logo refers to a specific typology consisting solely of text. In any case, this approach is favoured by contemporary art museums (like the MoMA, also by Pentagram; or the Museum of Modern Art in Buenos Aires, by Martín Gorricho) and design museums, such as the Designmuseo in Helsinki.
Finland is known for its quality in design of all kinds, from patterns to architecture. Graphic design is certainly no exception. The Designmuseo has a fully typographic identity created by Bond and inspired by Alvar Aalto.
To build it, they relied on a modular system and the typeface's forms, achieving a look that's both creative and industrial, reminiscent of children's building block games. The result is an accessible brand with character and clean lines, adaptable to all sizes and media.
Victoria & Albert Museum
In this category, we also find the iconic logo of the Victoria & Albert Museum, a historical museum entirely different from those we've just discussed. However, it's a logo as classic as it is functional, created in 1989 by Alan Fletcher (while working at Pentagram).
This design is based on the Bodoni typeface. Combining the museum's three initials and typographic technical adjustments, he achieved a highly legible monogram because the termination of the symbol "&" completes the missing part of the "A". A consolidated icon that has remained unchanged for over 30 years and has been rejuvenated thanks to the strategic global identity renewal of the museum by Wolf Olins in 2002.
How to achieve a relevant brand for a museum
As you may have observed, in a consistent brand, the logo is just one element. Of course, it's a cornerstone of design, but it's always accompanied by texts, images, and other graphics that complete the visual identity. In other words, a logo should always be designed with consideration of where it will be placed and how it will be placed.
SOURCES
Baird, R. (2021) 'New brand identity for Design Museum by Bond - BP&O', BP&O - Branding, Packaging and Opinion. Available at: https://bpando.org/2015/04/17/logo-designmuseo/ (Accessed: 11 April 2024).
Memphis Art Museum (no date) 'Pentagram'. Available at: https://www.pentagram.com/work/memphis-art-museum (Accessed: 11 April 2024).
National Museum of Iceland – brand identity (no date) 'National Museum of Iceland – Brand Identity | Jonsson & Lemacks | National Museum of Iceland | D&AD Awards 2019 Shortlist | Brand Refresh | D&AD'. Available at: https://www.dandad.org/awards/professional/2019/branding/231270/national-museum-of-iceland-brand-identity/ (Accessed: 11 April 2024).
V&A museum logo by Alan Fletcher/Pentagram (2018) 'Creative Review'. Available at: https://www.creativereview.co.uk/va-museum-logo (Accessed: 11 April 2024).