For my Final Year Project, I embarked on a project to create a new corporate identity and branding for the upcoming and newly-opening French Arts museum, the Singapore Pinacotheque de Paris in Singapore.
Located in the newly refurbished Fort Canning Arts Centre, the Singapore Pinacotheque de Paris has unique and amazing offers that no other museum has. However, its current standing branding does not fully translate that offer. Hence, I've decided that this would be an interesting and challenging project to undertake.
The aim of this project is to design and create an identity system that refreshes and renews the brand's essence, promise and personality. The objective of this project is to allow the brand to better relate to its new target audience of Singaporeans.
The Newly Proposed Singapore Pinacotheque de Paris logo
with specially crafted typeface
Logostory
`• The logo is derived from the negative spaces and shadows of colonnades that are representative of French culture.
• It also forms a 'P' for Pinacotheque, which is french for Picture Gallery
• The staggered shadow effect allows for 2 doors to appear in its spaces, signifying 'opening up new doors to a world of artistic wonder', which is the brand's unique promise.
Singapore Pinacotheque de Paris typeface
Specially crafted and vectored typeface for the brand, drawing reference and inspiration from the Dala Floda typeface. Spaces replacing the thin strokes connecting the serifs are intentional, to represent the hidden and secretive nature of the brand's promise to reveal a secret world of wonder to its audiences. Serif was chosen as it maintains the brand's prestige and yet it is revamped and reconstructed to be contemporary.
Museum brand collaterals
Letterhead, DL envelope, namecards, staff ID pass
Namecard variations
Museum Promotional Posters – Discover the Arts
A set of 3 posters to promote the overall museum. Each poster elaborates and highlights each of the museum's unique offers and aims: to discover the arts that have been secluded and hidden away, to explore the possibilities that were never ventured into before, to redefine our knowledge of arts appreciation.
Museum Promotional Posters – Explore the Arts
Museum Promotional Posters – Redefine the Arts
Promotional Exhibitions Poster – The Myth of Cleopatra
A set of 3 posters to showcase how promotion of the different exhibitons would be like. The set showcases and explores different variations of colour combinations, text placement, imagery choice and also display of different mediums and styling of artworks.
Promotional Exhibitions Posters – The Art of Love in the Time of the Geishas
Promotional Exhibitions Posters – The Private Collection
Quarterly Schedule brochure of exhibitions (front spread design)
This brochure is specially designed and crafted to promote and display the upcoming and ongoing artworks and exhibitons available for viewing at the Singapore Pinacotheque de Paris so its audiences can be updated and tuned in.
Quarterly Schedule brochure of exhibitions (inner spread design)
Mock-up of Quarterly Schedule brochure
Overall Promotional Brochure (front spread design)
This brochure is specially crafted and put together to provide information on the museum's unique offers and promise in small bite-sized chunks for easy digestion and reading.
Overall Promotional Brochure (inner spread design)
Mock-up of Overall Promotional Brochure
Ticketing (Front design)
The ticketing is specially designed for easy reading, with only the important details such as timing, date and event name are clearly and distinctively displayed. Imagery at the side coincides with the exhibition that the patron is viewing and varies from event to event.
Ticketing (Back design)
Ticketing – Varied back and front designs depending on event/exhibition
Mock-up of ticketing (front)
Website
Exhibition Preview page, About page, Museum Shop page, Location page
Website
Home page, Exhibitons page, Exhibition Works page, Ticketing page
Staff ID Pass
The Staff ID Pass is personalized to each individual staff member. The image in the front is a choice of the staff's favoured art piece or work. Similarly, the quote at the back of the card is of the staff's most favoured quote from an artist.
Mock-up of Staff ID Pass
Singapore Pinacotheque de Paris Brand Manual 2015
The brand manual has been carefully crafted and put together with clearly defined and relegated rules of usage of the brand's essentials and properties to ensure that cohesion and harmony is expressed throughout its collaterals and other uses.
