MoMI
MoMI
Rebranding
Rebranding
Overview
Overview
MoMI rebrands to embody its purpose as a film and media museum and spotlighting the talents behind the lens through a flexible identity.
MoMI rebrands to embody its purpose as a film and media museum and spotlighting the talents behind the lens through a flexible identity.
Special Research Credit
Special Research Credit
My Role
My Role
Research
Brand Design
Art Direction
Motion Graphics
Research
Brand Design
Art Direction
Motion Graphics
Tools
Tools
Figma
Miro
Adobe CC
Sketchup
Figma
Miro
Adobe CC
Sketchup
Duration
Duration
15 Weeks
15 Weeks
Problem
The Museum of the Moving Image struggles with low brand recognition compared to larger museums, with its current visual identity not clearly or compellingly showcasing its interactive and immersive position as an experiential storyteller, posing future struggles to stay relevant amidst the evolving nature of film and media.
The Museum of the Moving Image struggles with low brand recognition compared to larger museums, with its current visual identity not clearly or compellingly showcasing its interactive and immersive position as an experiential storyteller, posing future struggles to stay relevant amidst the evolving nature of film and media.
Solution
A dynamic brand system the honors MoMI’s cinematic heritage by transforming its history into an active, experiential journey.
Spotlighting the unseen, it fosters curiosity and participation to secure the museum’s relevance in a modern cultural landscape.
A dynamic brand system the honors MoMI’s cinematic heritage by transforming its history into an active, experiential journey.
Spotlighting the unseen, it fosters curiosity and participation to secure the museum’s relevance in a modern cultural landscape.
Brand Profile
Brand Profile
Brand Positioning Statement
Brand Positioning Statement
For film and media enthusiasts, the Museum of the Moving Image is the paramount in immersive and experiential museums that provides its visitors with a unique opportunity to engage with the magic of film and media that has influenced society and has been a vital part of shaping contemporary art and culture.
For film and media enthusiasts, the Museum of the Moving Image is the paramount in immersive and experiential museums that provides its visitors with a unique opportunity to engage with the magic of film and media that has influenced society and has been a vital part of shaping contemporary art and culture.
Vision
Vision
Creating a lasting experience around the moving image and express how it shapes what we see and feel in the world.
Creating a lasting experience around the moving image and express how it shapes what we see and feel in the world.
Core Values
Core Values
Diversity & Inclusion
Educational Engagement
Innovation
Diversity & Inclusion
Educational Engagement
Innovation
Visual Identity
Visual Identity
Logo
The Silver Screen
The Silver Screen
The master logo motif pays homage to a vintage movie ticket design. Layered with a center square, it transforms the natural point from the ticket design into illuminating rays to emulate the sliver screen.
A secondary logo monogram featuring the museum's anagram.
A tertiary logo consisting of just the logotype
The master logo motif pays homage to a vintage movie ticket design. Layered with a center square, it transforms the natural point from the ticket design into illuminating rays to emulate the sliver screen.
A secondary logo monogram featuring the museum's anagram.
A tertiary logo consisting of just the logotype
Dynamic System
Dynamic System
Utilizing frame-breaks and optical angles, and an identity that takes inspiration from the history of cinema to the present day, this rebrand honors the technical labor behind the lens while securing MoMI’s relevance as a forward-thinking cultural destination.
Utilizing frame-breaks and optical angles, and an identity that takes inspiration from the history of cinema to the present day, this rebrand honors the technical labor behind the lens while securing MoMI’s relevance as a forward-thinking cultural destination.
Logos
The dynamic logos play on the modularity of the center box of the primary logo to bring visuals that align with their brand categories
Color Palette
Color Palette
A Cinematic Timeline
A Cinematic Timeline
The Wizard of Oz (1939) is widely considered the cinematic piece that revolutionized color, using three-strip Technicolor to dramatically transition from sepia-toned Kansas to a hyper-saturated, magical world.
While not the first color film, it set the standard for using color as a narrative tool, transforming audience expectations for filmmaking.
This color palette takes inspiration from that transition and visually bridges the past and the future.
The Wizard of Oz (1939) is widely considered the cinematic piece that revolutionized color, using three-strip Technicolor to dramatically transition from sepia-toned Kansas to a hyper-saturated, magical world.
While not the first color film, it set the standard for using color as a narrative tool, transforming audience expectations for filmmaking.
This color palette takes inspiration from that transition and visually bridges the past and the future.
Photography Treatment
Photography Treatment
Technicolor Talents
Technicolor Talents
Building off of the shift to technicolor which revolutionized cinema in 1932, this process is known for its high saturation, and rich, deep blacks, often achieved by adding a 50% density black-and-white image from the green record to enhance contrast.
Building off of the shift to technicolor which revolutionized cinema in 1932, this process is known for its high saturation, and rich, deep blacks, often achieved by adding a 50% density black-and-white image from the green record to enhance contrast.
Applications
Applications
Reflection
Reflection
