Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

This is a very old entry — images are small, formatting is off.

 

Architecture Museum at the Edge of the Edge

Sifang Art Museum Logo, Before and After

Set to open in June of 2013 in the rising city of Nanjing (pop. 6.5 million) in China, the Sifang Art Museum will be a 30,000-square-foot space devoted to contemporary design and architecture. Designed by Steven Holl, the museum is part of the Contemporary International Practical Exhibition of Architecture, a privately financed project that will also include a convention center and 20 villas each with a unique design by architects like Ai Weiwei and David Adjaye. The new identity of the museum has been designed by Singapore-based Foreign Policy Design Group.

Sifang Art Museum Logo, Identity, and Wayfinding

Set within the gentle terrain of Laoshan in Nanjing, the architecture of Sifang Art Museum is a well-constructed mix of harsh angularity with an elegant appeal whereby the asymmetrical structure hovers in space. Every view angle yielding a different trapezoidal perspective; the collateral system adopts the trapezoidal form. The Chinese saying — Strength within Gentleness — is inspired by bamboo — the material and form used for landscaping and parts of the structure. This underpins the brand identity, describing the gentle landscape where in old China, scholars and artists took recluse to master their craft or refine their thinking. The demure that also balances the masculinity of the architecture. White, is also a canvas a museum would function as.
— Foreign Policy Design Group description

Sifang Art Museum Logo, Identity, and Wayfinding

Sifang Art Museum Logo, Identity, and Wayfinding

I’m going to guess that the previous logo was designed when the overall project was first conceived and before any architectural renderings were done, because that is one crazy-angry logo. As usual, Foreign Policy Design Group’s work taps into the overall essence of a subject to create an edgy (almost literally) and sophisticated logo and identity system that demands its own attention. The thin, monospace characters (in both languages), loosely spaced, stacked, and colored in only stark black pay homage to the architecture of the museum without resorting to a typical solution of museums of using the silhouette of its building. The approach is further enhanced in the stationery, where each item has one angled edge, reminiscent of either the central staircase or any of the archways in the museum. Between the museum itself and the identity, there is no reaction other than I want to go to there.

Sifang Art Museum Logo, Identity, and Wayfinding

Sifang Art Museum Logo, Identity, and Wayfinding

Sifang Art Museum Logo, Identity, and Wayfinding

Sifang Art Museum Logo, Identity, and Wayfinding

Sifang Art Museum Logo, Identity, and Wayfinding

Sifang Art Museum Logo, Identity, and Wayfinding

Sifang Art Museum Logo, Identity, and Wayfinding

 

Comments


Share ›

Spotted Around the web

New Logo for RCBC

New Logo for RCBC
 
Spotted Jul. 19, 2017

Pinned Recent, Big Stories

New Logo for NASCAR

New Logo for NASCAR
 
Posted Jan. 4, 2017

Curated Good-looking Summer Destinations

Peru’s New Brand

Peru's New Brand
 
Posted Mar. 15, 2011

Where the Cold Wind Blows

Where the Cold Wind Blows
Posted Sep. 29, 2010
 
 

About

Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

Many Thanks to our Advertisers

When choosing between competing products and services, please consider our advertisers, who help support Brand New.

Typography

Brand New uses Mercury Text ScreenSmart and Operator ScreenSmart from Hoefler & Co.

Webfonts by Hoefler & Co.

Join our Mailing List