Muse is a fictional art gallery - part of a brand challenge on Instagram. The brief was broad and intended for creatives to use their imagination and have fun creating a brand from scratch, without limits. My concept focuses on diversity and variety, to reflect the art world and the world in general.
The logo features 3 complimentary typefaces, as well as the U shape made up of 3 rectangles. The variety is intended to represent the diversity of the artists, the patrons of the gallery and the residents of New York. The message is; all are welcome, come as you are.
Furthermore, the U shape is expandable on the X axis meaning it can fit any width needed. This is to grant creative freedom and flexibility, making it a fantastic device to use for all sorts of communications. It makes for a great border or frame, and works especially well on imagery when framing the focal point. Elements of the imagery can also overlap the U, providing the U is still recognisable.
The other letters in the logo retain their shape and size and are never altered. It's always good practice to include some other forms of the logo too, primarily the M, to reinforce the brand.
There is no colour palette - again, this is about diversity and imagination. Instead, colours can be picked from featured imagery, meaning endless possibilities and variations.
The main typeface used is Rebond Grotesque - it's simple and doesn't distract from the art. However, in some instances, a headline can include all three of the fonts from the logo to attract attention - providing the headline isn't too long.
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@robynndesign
