Design Brief
Redesign the identity system for DeCordova Sculpture Park and Museum. Consider the new identity in a hollistic approach to form a system that can be applied in many different ways.
The Original Brand
DeCordova Sculpture Park and Museum is a beautiful place with a park full of contemporary sculptures and a museum featuring art pieces and exhibitions. As a non-profit organization, it is devoted to provide opportunities for people to practice and learn about contemporary art.
The original identity system uses green as its color palette and pure types as its logo but it's not really strong and formally compelling.
The New Identity
Starting with many different sketches and trials and error, several different ideas are formed but one of them is chosen to be the basis of the new identity system. The form of the logo comes from the geometric abstraction of D and C in the word DeCordova, forming two half-circles for the opposing while exclusive juxtaposition of images and leaving an elegant white space resembling the sculptural nature of the organization.
The new color palettes can be dynamic and it strongly revolves around the idea of seasons because gardens are very seasonal. Overall, blue and green are the focus of the system, but four different color palettes are created with respect of the changing seasons.
A Holistic System
The form of the logo can be easily adapted in many different applications. The two half-circles can easily be adapted to different elegant patterns and forms, and the color palette can shape their own characteristics. Whether business cards, post cards, posters, or ads, it is possible to make them minimal, maximal, or any degrees in between.
Brand & Identity Design
Redesign the identity system for DeCordova Sculpture Park and Museum. Consider the new identity in a hollistic approach to form a system that can be applied in many different ways.
The Original Brand
DeCordova Sculpture Park and Museum is a beautiful place with a park full of contemporary sculptures and a museum featuring art pieces and exhibitions. As a non-profit organization, it is devoted to provide opportunities for people to practice and learn about contemporary art.
The original identity system uses green as its color palette and pure types as its logo but it's not really strong and formally compelling.
The New Identity
Starting with many different sketches and trials and error, several different ideas are formed but one of them is chosen to be the basis of the new identity system. The form of the logo comes from the geometric abstraction of D and C in the word DeCordova, forming two half-circles for the opposing while exclusive juxtaposition of images and leaving an elegant white space resembling the sculptural nature of the organization.
The new color palettes can be dynamic and it strongly revolves around the idea of seasons because gardens are very seasonal. Overall, blue and green are the focus of the system, but four different color palettes are created with respect of the changing seasons.
A Holistic System
The form of the logo can be easily adapted in many different applications. The two half-circles can easily be adapted to different elegant patterns and forms, and the color palette can shape their own characteristics. Whether business cards, post cards, posters, or ads, it is possible to make them minimal, maximal, or any degrees in between.
Brand & Identity Design
DESIGN PROCESS
The original identity system: visual aesthetics and consistencies are less than ideal which don't leave a significant impression on people.
Views of the DeCordova Sculpture Park and Museum, featuring large areas of grasslands for sculpture pieces as well as a building for other art pieces.
Initial decomposition of the subject matter. These words and definitions would help the later exploration process.
Quick explorations of logotype forms using graphic and type languages related to the ideas of sculptures, gardens, museums, and outdoors V.S. indoors.
Detailed visual explorations of selected logoforms for potential applications.
Comparing two different iterations of the identity system with different logotypes and forms. One of them is chosen for further developments.
