Emperor Qinshihuang’s Mausoleum Site Museum is the only museum that exhibits the Terracotta Army. As the only profession in this field, the museum provides professional and comprehensive information to the audience. As a combination of the educational site and the research institution, the brand identity guideline seeks both the profession and caring into visual forms.
This proposed branding project sets up the standard of the visual system. Visual components involve logo, typography, colour, fluid elements and the use of these elements. As the museum aims to provide a kind and professional experience to the audience, I delivered the spirits of heritage, innovation and profession with visuals to keep a unified feeling of identity.
The typefaces are a combination of serif and san-serif fonts. As a condensed sans-serif font, Bahnschrift's advantage is the high accessibility and readability. Noto Serif SC is mainly used as the decorative Chinese typography. As it has a smooth outline for Kanji, it is an amusing font to add to the aesthetics of the cultural aspect.
As the logo is in black and white, the primary colour is a simple black. In order to connect with some humane feeling and get rid of the artificiality, it is not a pure black by adding some brownish tone. The secondary colour palette is a range of browns and a grey colour. This colour palette reinforces the sense of heritage and the colour of the relic. This colour palette works with the logo variations and fluid elements.
The fluid elements are a combination of lines with rough edges and different colours and weights. The rough outline is a call back to the texture of the logo. The colours of the stroke are primary and secondary colours. The line can be straight lines or angled lines with round corners.
The fluid elements also include patterns. With a high density, the patterns will not distract the focus on information and other contents.
*Detailed specs are demonstrated in the Visual Identity Guideline.
