Museum of Jurassic Technology
Re-branding a Los Angeles hidden gem.
Strategy + Identity + EnviormentalroleGraphic Designer
ContextSchool assignment - Solo project - 2020
Brand Stradegy
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Core Purpose
The Museum of Jurassic Technology in Los Angeles, California, is a dim labyrinth filled with obscure curiosities. The museum explores the connection among science, history, and art through partially fictional myths.
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Museum Presentation
1. Create and present installations that use electromechanical, digital, and illusion-generating catoptric devices to create an environment that reflects the aesthetics and presentation practices of early museums of the seventeenth, eighteenth, and nineteenth centuries.
2. Discover, exhibit, and preserve the work of accomplished mature artists who have remained unrecognized due to the unusual, marginal, or idiosyncratic nature of their art forms.
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Big Idea
The Museum of Jurassic Technology stands out for its eclectic collections and an ominous atmosphere. The museum opens visitors’ imaginations through wondrous exhibits.
Tagline“Stay curious and approach life with a sense of wonder”
Logo
The logo uses two typefaces: Editorial New to evoke the museum’s historical presentation, and Pilowlava to represent its unique qualities. Pilowlava must only be used as the call-out letters, which spell “curious”. This is the primary logo.
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Logo Variations
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Brand Architecture
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Color Applied
Utilizing Type
Iconography
The icons' style derives from the interchanging typeface used in the logo. The icons use high contrast to create abstract shapes. Sticking with the theme of curiosity, the icons are meant to be quirky.
Brand Pattern
I enlarged Pilowlava's forms to create an abstract brand pattern. The shapes used in the pattern are the call-out letters: C, U R, I, O, U, and S.
Signage
The signage utilized the typeface Pilowlava used in the logo.
Print Materials
Digital Materials
Merchandise
