Brief from Design Factory:
You are invited to design a brand identity that breaks the rules. An identity that can be experimental/adaptive/responsive and has life beyond the corner of a website and the back of a business card. An identity that incites conversation and is as thought-provoking as the art it represents.
Design a new brand identity for IMMA (the Irish Museum of Modern Art).
A radical name change is proposed: the word ‘Museum’ is replaced by a line made of underscores, creating a gap that becomes a device for interaction.
The idea is strongly language-based and plays with the concept of subtraction. Its implications go well beyond the print and web applications; the omission of the word ‘museum’ compels us to rethink what the institution is about and to define its role in an atypical way. It might also pave the way for a broader scope than a traditional art museum. The identity appeals to a progressive audience that is willing to engage with uncertainty.
The proposed website is strongly text-based with a responsive layout that relates back to the identity concept.
