Project 3 Agency rebrands the ArtScience Museum, around the concept of convergence

"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"

The graphic language of ArtScience Museum centers on convergence, distilled into three pillars: intersections, overlays, and dynamic forms. Typography honors the museum's architecture with characterful clarity across exhibition imagery, film, digital content and more, aiming to be identifiable without being overstylised. The lotus-shaped logo translates well to 3D, with bulbous yet sharp forms that bend light and produce a halo effect; motion assets include stacked lock-ups and primary lock-ups for cinema, VR gallery, store, encounters series and laboratory. A refined yet unrestricted colour system spans earthy to vibrant hues, each split into three cohesive shades, documented in a 300-page brand guideline.

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