Light is the core visual element of this museum. The brand design focuses on revealing the phenomenon of light. Throughout the museum, the hardness of architecture contrasts with the softness of natural light. The crisp typography of “MUSEUM OF” references the building, while the blurred phrase “NATURAL LIGHT”references illumination.
Natural light comes from the sun. In the logotype, the letter “O” acts as the light source, the awe-inspiring power of the sun. Just as natural light varies with time and conditions, the museum’s signage version changes throughout the day.
For architectural signage, the phrase “NATURAL LIGHT” has been cut out of the material support, allowing light to pass through and creating a contrast between fixed and ephemeral elements.
Natural light is employed for outdoor signage, while projectors simulate natural light indoors, where conditions require more control. (Some of indoor signs will use natural light.) All designs explore the balance between hard and soft, real and virtual.