A brand activation and expansion for a university’s iconic museum of world cultures
A brand activation and expansion for a university’s iconic museum of world cultures
Brand Development | Custom Videography
Spurlock Museum approached us with a distinctive logomark that held untapped potential. Although the museum’s logo was striking, it lacked a guiding framework for everyday application. Our mission was to elevate this mark into a vibrant visual identity that reflects the museum’s legacy and aligns with the established guidelines of the University of Illinois.
Brand Development | Custom Videography
Spurlock Museum approached us with a distinctive logomark that held untapped potential. Although the museum’s logo was striking, it lacked a guiding framework for everyday application. Our mission was to elevate this mark into a vibrant visual identity that reflects the museum’s legacy and aligns with the established guidelines of the University of Illinois.
Brand Development | Custom Videography
Spurlock Museum approached us with a distinctive logomark that held untapped potential. Although the museum’s logo was striking, it lacked a guiding framework for everyday application. Our mission was to elevate this mark into a vibrant visual identity that reflects the museum’s legacy and aligns with the established guidelines of the University of Illinois.
Activating the Logo
Activating the Logo
To breathe new life into the logo, we developed two creative approaches: masking and wrapping. Masking reimagines the logo by filling its shape with flat, patterned textures inspired by elements from the museum’s collection, such as historic textiles, tapestries, or art. Rather than using a single brand color, this technique allows the logo to convey a variety of stories, resulting in a striking design that draws on rich heritage.
In contrast, when masking isn’t suitable, our wrapping approach integrates three-dimensional objects into the logo, adding a layer of depth to the design. This method cleverly threads objects through the logo, symbolizing a seamless connection between the museum’s artifacts and its identity.
(Please note that some objects featured in the video are conceptual representations and may not be actual items from the collection; they serve to illustrate the creative possibilities within this new brand direction.)
(Please note that some objects featured in the video are conceptual representations and may not be actual items from the collection; they serve to illustrate the creative possibilities within this new brand direction.)
Staying Within the
University’s Brand
Staying Within the University’s Brand
A central focus of our strategy was to ensure the new visual identity fit naturally within the University of Illinois’ brand framework. Every design element was carefully considered to stay true to existing standards while revitalizing Spurlock Museum’s image. This integration ensures that the museum’s identity remains closely linked with the University’s brand elements, fostering a cohesive connection.
A central focus of our strategy was to ensure the new visual identity fit naturally within the University of Illinois’ brand framework. Every design element was carefully considered to stay true to existing standards while revitalizing Spurlock Museum’s image. This integration ensures that the museum’s identity remains closely linked with the University’s brand elements, fostering a cohesive connection.
The Guidelines
The Guidelines
To ensure consistency and ease of use across all touchpoints, we developed a detailed brand guide. This guide outlines the proper usage of the logo, details the key aspects of both masking and wrapping techniques, and provides clear instructions on maintaining the visual identity within the established framework. Moving forward, the brand guide will serve as an essential resource, empowering the museum to evolve its communications while staying true to its newly activated identity.
