Brand Identity & System
Creation of brand identity and system for the Museum of Anthropology in Florence, Italy. Based on a representation of human uniqueness and diversity, the system pulls visual cues from fingerprints, their pattern and their topography.
PROCESS
Our research started with an on-site visit to view the vast collection of artifacts and specimens. We also took note of the existing current branding; an illustration and type lockup that decorated the entrance to the museum and promotional materials. In order to understand today’s value of anthropological museums, we also studied the logos and identities of other larger institutions with the same specialization and broad collection. The research into other organizations established that there is no regional base for the identities because of the diversity of items and people represented by anthropology. The diversity and uniqueness of humanity was the binding factor that all these institutions, including ours, sought to represent. It was this language that led me to the concept of a fingerprint; something unique to each person through cultures and time.
The final type logo was an adaption of a typeface originally made to replicate old neon LED signs. I found the line work to abstractly mimic the fingerprint imprint, cleaning up some distances and adding lines to push that affect. The almost topographical pattern of a fingerprint also became key to building the system while also adding to the overall concept.