Type
Brand Identity
University Project
University Project
The Museum of Modern and Contemporary Art in Nusantara (Museum MACAN), which opened on November 4, 2017, is an art museum in Jakarta, Indonesia.
According to its website, its mission is to provide public access to showcase modern and contemporary art from Indonesia and around the world. They also focus on supporting art education and cultural exchange by offering a wide variety of public programs.
Personally, I think their logo looks good, generally. However, I think it does not really show what and who they are and convey their message.
First, despite being a logotype, there is a legibility issue in how the name spelled and stylized in quite a strange way with the letter “u” in “museum” is merged with the “m” in “macan”, cutting short the word “museum” to “museu”. This in my opinion can lead to confusion, especially for those who look at the logo for the first time.
Second, the use of a serif typeface for the logo does not emit a modern or contemporary feeling that this museum is about. It rather feels too formal, serious, and quite strict.
Last but not least, despite their need to use the logo in various use cases (SNS profile pictures, tickets, exhibition posters, website favicon, merchandise, etc.), they only have one version of the logo, making it very difficult to use in different sizes.
The logo combines 3 main missions of the museum: Supporting interdisciplinary education & cultural exchange, becoming a forum for “conversation” among art, artists, and the public, and broadening perspective on contemporary art in and beyond Indonesia.
This results in a logo that feels more modern with the use of a sans-serif typeface combined with a dynamic mark that can be scaled to whatever size is needed to use in a lot of ways. The brand is also supported by a color palette that focuses on the colors red, white, and black, sticking to the original color. This is also chosen as a representation of the Indonesian flag.
As for the typography, the same as the one used for the logo, "Europa" was chosen to keep the modern, clean, and accessible as well as friendly look throughout the branding.
According to its website, its mission is to provide public access to showcase modern and contemporary art from Indonesia and around the world. They also focus on supporting art education and cultural exchange by offering a wide variety of public programs.
Personally, I think their logo looks good, generally. However, I think it does not really show what and who they are and convey their message.
First, despite being a logotype, there is a legibility issue in how the name spelled and stylized in quite a strange way with the letter “u” in “museum” is merged with the “m” in “macan”, cutting short the word “museum” to “museu”. This in my opinion can lead to confusion, especially for those who look at the logo for the first time.
Second, the use of a serif typeface for the logo does not emit a modern or contemporary feeling that this museum is about. It rather feels too formal, serious, and quite strict.
Last but not least, despite their need to use the logo in various use cases (SNS profile pictures, tickets, exhibition posters, website favicon, merchandise, etc.), they only have one version of the logo, making it very difficult to use in different sizes.
The logo combines 3 main missions of the museum: Supporting interdisciplinary education & cultural exchange, becoming a forum for “conversation” among art, artists, and the public, and broadening perspective on contemporary art in and beyond Indonesia.
This results in a logo that feels more modern with the use of a sans-serif typeface combined with a dynamic mark that can be scaled to whatever size is needed to use in a lot of ways. The brand is also supported by a color palette that focuses on the colors red, white, and black, sticking to the original color. This is also chosen as a representation of the Indonesian flag.
As for the typography, the same as the one used for the logo, "Europa" was chosen to keep the modern, clean, and accessible as well as friendly look throughout the branding.