Mimesis Art Museum
Brand Identity, Generative Design
The goal is to create a brand system that highlights the museum's unique strengths while also maximizing their brand stories.
Tools
InDesign
Photoshop
Illustrator
After Effects
Figma
Year
2022
Overview
The Mimesis Art Museum, located in South Korea, is known for its outstanding architecture and innovative use of natural lighting. I rebranded the museum's visual system and an exhibition focused on light and space called 'Dissolving Boundaries', which encourages creativity through art that captures the imagination.
Logo
The logo is inspired by the museum's architecture, which combines geometric strictness with organic softness. To reflect this, the logo incorporates round shapes with straight lines. The circle in the 'A' is inspired by the museum's ceiling design, adding a unique touch to the logo.
Poster
Throughout the day, natural light not only changes in intensity, but also in color. As time passes, it reveals various shades of sunlight. This allows the audience to experience the artworks in different lighting conditions. I aimed to capture the dynamic shifts in natural light through the posters, incorporating the museum's strengths as messages.
Museum Guide
This booklet introduces visitors to the museum's exhibitions and provides essential information.
Stationery
Letterheads, business cards, and museum tickets are consistent with the visual system.
Website
This website captures the unique ambiance created by the museum's natural lighting and highlights the exhibitions currently curated. Additionally, it features photos and the museum's history.
Dissolving Boundaries
I designed an exhibition called 'Dissolving Boundaries', which is about 'Light and Space' art movement. Mimesis Art Museum is a space that moves people with unique natural lighting, enhancing artworks with subtle changes all day long.
Logo / Typography
The logo showcases the atmosphere of the 'Light and Space' art movement. The modular typefaces I created represent the light elements that many 'Light and Space' artists often use in their artworks to emphasize the lines.
Website
To demonstrate the consistency of the brand system, graphic elements are incorporated into the website. They are also aligned with the 'Light and Space' theme.
Social Media
Spatial
Exterior
Interior
Installation
This conceptual installation is for the museum entrance. First, it blinks and catches the visitors' eyes. Then, as visitors walk through, it displays the exhibition title. The blinking part, which represents the light and space elements, was made with rounded blocks that gives it more depth within the interactive wall.
Main Challenge
Adding a natural lighting atmosphere was very challenging. Furthermore, ensuring a consistent brand visual system that is cohesive and visually appealing was also a long journey.
Next Step
The next step for Mimesis Art Museum and its exhibitions will be adding more interactive websites and installations to engage visitors further with the museum. This visual system can be applied to merchandise.