De Young Museum | Visual Identity (fictional)

  • Project Brief:
    Located in San Francisco's Golden Gate Park, the De Young Museum showcases American art from the 17th through the 21st centuries, international contemporary arttextiles, and costumes, and art from the Americas, the Pacific and Africa. In 2005, Herzog & de Meuron and Fong & Chan Architects in San Francisco designed the new state-of-the-art facility to weave the surrounding natural environment in the museum interior to enhance the art-viewing experience. The architectural planning adapted around surviving historical elements from the old De Young. The museum's skin is made of perforated copper sheets while the building's structural base is designed to absorb seismic vibrations. This safety measure is put in place in light of the past 2 major earthquakes in San Francisco which compromised the art collection, public safety, and the building's structural foundation on both occasions.

    The De Young logotype directly relates to the museum's ability to adapt and thrive to changing times and shifting environments. The collective interaction that happens between the architecture, nature, art, and visitors is at the core of the proposed museum identity. For example, the contemporary traveling exhibitions are color coded to orange while the museum collection is color coded to green. It communicates the naturally occurring color permutations of the museum's copper skin through oxidation and time from (new) orange to (aged) green within a span of 30 years. Furthermore, the layering, peeling, revealing, and shifting moves are utilized to communicate information through typography, graphic language, and use of images, within any physical or digital spaces. The graphic language reflects the museum's adaptive transformations throughout it's 100+ years of archiving art to share with the community. The connections between the past and present, the interior and exterior, and also the physical and digital spaces drove the conception of the identity to create a dynamic brand voice and a robust ecosystem of applications.


    Brad Bartlett (Mentor/Instructor)
    Kevin Liangcy (Consultant)

    *A class project from ArtCenter College Of Design 
    Photography by Karlo Fuertes Francisco

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  • Thank you!