Overview
March – April 2024
I selected the Cleveland Museum of Art as a hypothetical client looking to expand their brand through flexible branding.
Illustrator, Photoshop, Brand Systems
Process
Research
Growing up 30 minutes from Cleveland, I always loved the CMA and felt very lucky I lived so close to one of the best art museums in the country. I conducted preliminary research on the museum and their brand identity, including their gallery spaces and collection highlights.
Sketching
After learning more about the CMA’s collection and potential for expanding their existing brand, I began to ideate different modifications to their logo. I played around with changing the color of the horizontal bars and ways to incorporate notable pieces from the CMA’s collection.
Iteration
I took my concepts into Illustrator to begin playing with the fills of the horizontal bars. I found the image fills were too distracting and distorted the logo too much, while the black fill made the logo feel too flat and imbalanced. I decided to use solid colors that complemented the painting/artifact.
Deliverables
I developed 6 logos that could be used as part of the CMA’s flexible branding. Finally, I mocked-up a billboard and a business card to illustrate possible implementation of this system into their brand.
