A branding that eschews references to photography and visualises its ambitions to challenge perspectives.
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A brave space
Antwerp’s museum of photography FOMU is an inclusive communal space where visitors are invited to broaden their understanding of visual culture. Explicitly briefed to set apart the brand from those of its peer institutions, we deliberately eschewed the obvious visual references to viewfinders or lenses, instead focussing on the different aspects of human perspective.
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Sh(e)aring perspectives
The identity hinges on a sheared logotype that immediately challenges the viewer to question vantage points. Further dissection reveals various additional layers of meaning: a broadening horizon, a razor-sharp focus, or a rotating compass... But what the pronounced angles and inclination convey above all are bold new angles and refreshing perspectives.
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The curious curator
Through dynamic motion design, the brand also positions itself prominently as a curious curator who knows how to navigate Gen Z through today’s complex visual culture. A subdued color palette allows for sensitivity and nuance in contrast with the bold expressive shapes, and was further rolled-out throughout the museum interior.
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“By rebranding another renowned cultural institution, we further reinforce our credo ‘mutating brands to what culture demands’ both literally and figuratively. Not only by strategically situating campaigns within a broader cultural context as an agency, but also by shaping the cultural landscape as branding experts.”
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Engaging design
In campaign communication, the graphic elements of the visual identity resolutely yet respectfully engage with the photographic image instead of conservatively tip-toeing around it, an assertive approach much applauded by the exhibiting artists, who greatly appreciated the resulting dialogue between their work and the museum brand.
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