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Bēhance

MOCA@Loewen

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  • MOCA@Loewen Rebranding
     
     
    Contemporary arts have no defining style. Many people think contemporary artworks are complicated and puzzling. Thus, how a contemporary artwork is visualized may be perceived differently by many people. Humans are creative creatures and our life and history: childhood memory, education, jobs, etc.
    may affect the way we see things.
     
     
    Similar with a game called ‘Tangram’. Tangram is a game from ancient China, consisting of seven flat shapes which mostly triangles. Many people possess the same tangram puzzle game but everyone may shape the tangram differently. Even similar shapes can be accomplished with different method of shaping. Both contemporary arts and tangram may be paradoxical. How we see in both contemporary arts and tangram are depending on our flexibility and creativity of thinking. Inspired by that perception, we decided to implement the tangram system on MOCA@Loewen branding. MOCA@Loewen is a contemporary art museum located in Loewen Road, Singapore. It is one of the most up-to date sources available on current trends and movements within the Asian art world.
     
     
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    The main identity is using neutral color such as black, grey, and white, but the design system are built flexible to adapt the color palette of contemporary artist whose artworks will be exhibited in MOCA@Loewen. This flexibility is the result of recognition that art is free and each artist has his/her own style in his/her artworks that MOCA@Loewen can preserved through its branding. 
     
     
     
     
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