Semi Finalist
MoND
The museum of natural dyeing Korea has a strength which was a place where visitors can enjoy natural dying through activities making their own items. Therefore, museum need to renew the own identity which reflects various colors and activity in natural dyeing to expand as a place where people can experience a new culture.
The museum gets a new easy name, ‘MoND' and its brand essence is defined 'Dynamic Natural Dyeing’. The logo and graphic motive inspired by cloth hanging on the clothesline and its wavy shape flew in the wind. It maintained visual consistency of the overall brand, while colors were separated properly depending on visitor's experience or emotion for communication. The various brand colors, derived from natural dyeing which is generated randomly according to multiple conditions, are matched with 4 brand core value: touchable interaction, play fun, creative uniqueness, all new experience. This colors are appropriately applied in each 4 parts: communication stationery, applications for natural dyeing activity, museum products, corporate promotional items and signage. These represent cultural, artistic value and dynamic of natural dyeing, not boring tradition.
MoND - Museum of Natural Dyeing Korea
Background
At the head of spreading and industrialization of natural dyeing, The museum of natural dyeing Korea has emphasized tradition, natural, academic museum for communication until now. But it has a strength which was a place where visitors can enjoy natural dying through activities making their own items rather than static contents about history or technical aspect. Actually, it attracted visitors like children or student. Therefore, museum need to renew the own identity which reflects various colors and activity in natural dyeing to expand a range of recognition as a place where people can experience a new culture.
BX Strategy
To get off a stereotype of the sino-Korean such as ‘박물관, 전통, 천연’, the museum gets a new easy name, ‘MoND' and its brand essence is defined 'Dynamic Natural Dyeing’ to serve as the catalyst for brand new art, creative and thought. Also, four core values are defined as Touchable interaction, Play fun, Creative uniqueness, and all New experience. Accordingly, design keywords are discovered which are applied to all design components: intuitive, vibrant, flexible, progressive. It maintained visual consistency of the overall brand, while colors were separated properly depending on visitor's experience or emotion for communication. So it provides vibrant experiences of the museum.
BX Design
The logo and graphic motive inspired by cloth hanging on the clothesline and its wavy shape flew in the wind. The curve of the logo reflects a wavy shape of cloth flying in the wind and represent activity of the museum. The transparency of logo express softness and various color change. These represent cultural, artistic value and dynamic of natural dyeing, not boring tradition.
The various brand colors, derived from natural dyeing which is generated randomly according to multiple conditions, are matched with 4 brand core value: touchable interaction, play fun, creative uniqueness, all new experience.
This arrangement of colors is appropriately applied in each 4 parts: communication stationery, applications for natural dyeing activity, museum products, corporate promotional items and signage in a space. It delivers MoND's experience to awake the past and inspiration to the next generation.
