ArtScience Museum’s graphic language of convergence can be distilled into three pillars: intersections, overlays, and dynamic forms. In honouring the museum’s architecture, typography maintains a characterful clarity across exhibition imagery, film and digital content, and more. Ali says the typography needed to feel “identifiable without being overstylised”.
The inspiration of the natural lotus flower lends well to rendering ArtScience Museum’s logo in 3D. The lotus’ bulbous yet sharp shape stands out from afar. The curves bend light, reflecting a halo effect around the object. The logo in motion assets features variations like a stacked lock-up for dynamic vertical motion, alongside primary lock-ups across the museum’s other segments of cinema, VR gallery, store, the ongoing encounters series, and laboratory.
Paired with the museum’s brand colour system, refined yet unrestricted, ArtScience Museum’s identity presents a contemplative approach to design. Colour is used across a wide gradient from earthy to vibrant, with every colour split further into three cohesive shades to account for boldness and accents, and to offer a complementary tone for every artwork in the museum. Each colour is drawn from the natural and scientific worlds, for example, floral yellows, leafy greens, electric purples, and earthy neutrals. This forms part of a huge, 300-page brand identity guideline document which Project 3 Agency has given to the museum, covering all bases from grid guidance to asset libraries and how its robust system should show up in merch, signage and everything else imaginable.
These convergencies definitely bleed into this new visual identity, launched in conjunction with the museum’s latest exhibition Another World is Possible, in celebration of Singapore’s 60th anniversary. Rarely is there an opportunity to refresh the identity of a space like ArtScience Museum. Project 3 Agency’s work is a demonstration of just how important design can be in impacting the public space experience.
