About the brand
HCMC Fine Art Museum, located in the heart of Saigon, is a prestigious institution dedicated to the preservation and promotion of both classic and contemporary art. As a cultural hub, the museum offers visitors a rich collection of artworks, from traditional Vietnamese paintings to modern sculptures and installations.
The museum's mission is to serve as a bridge between the past and the present, allowing art enthusiasts to appreciate the evolution of artistic expression. With a focus on both preserving the old and embracing the new, the HCMC Fine Art Museum aspires to inspire creativity and foster an appreciation for the arts in the vibrant city of Saigon.
Brand Philosophy
At the HCMC Fine Art Museum, art is seen as a timeless dialogue between tradition and innovation. The brand philosophy centers on celebrating the rich cultural heritage of Vietnam while embracing modern perspectives. By bridging classical art forms with contemporary expressions, the museum aims to inspire visitors to explore art as an ever-evolving journey.
Project Requirements and Vision
The HCMC Fine Art Museum sought Edgee’s expertise in developing a brand identity that could embody their mission of merging classical and modern art forms. The primary objectives of this project included:
Establishing a timeless and elegant visual identity that reflects the neoclassical theme of the museum.
Creating a cohesive brand style guide, including logo, color palette, typography, and visual elements that align with the museum’s architectural and artistic focus.
Designing branded materials that can be used across various touchpoints, such as exhibitions, print materials, and digital platforms.
Ensuring that the brand captures the museum's role as both a guardian of tradition and a promoter of modern art.
How edgee executed the project
To bring the vision of the HCMC Fine Art Museum to life, Edgee implemented the following strategies:
Developing a Distinctive Logo and Visual Identity: Designed a refined logo inspired by neoclassical motifs, blending classic art elements with a minimalist modern touch to symbolize the museum’s dual focus. Curated a sophisticated color palette using shades of deep blue, gold, and ivory to evoke a sense of timeless elegance and artistic refinement.
Creating a Comprehensive Brand Style Guide: Developed a detailed brand style guide to ensure consistency across all museum materials, including signage, brochures, and promotional items. Chose classic serif typography paired with clean, modern fonts to strike a balance between tradition and contemporary aesthetics.
Designing Elegant Branded Materials: Created custom-designed invitations, brochures, and exhibition guides that align with the museum’s neoclassical theme. Crafted stationery sets and branded merchandise, such as tote bags and art prints, to enhance the museum’s presence during exhibitions and events.
Elevating the Museum Experience: Designed interior signage and wayfinding systems that seamlessly integrate with the museum’s architectural design, enhancing the visitor experience. Provided strategic guidance on the use of visual assets for social media and marketing campaigns to promote upcoming exhibitions and events.
Results and Value Delivered
Striking Brand Consistency: The newly developed brand identity created a cohesive and recognizable presence for the museum, attracting both local visitors and international art enthusiasts.
Enhanced Visitor Experience: The elegant branded materials and interior signage contributed to a more immersive and memorable experience for museum-goers.
Strengthened Cultural Presence: By aligning the museum’s brand with its mission of blending the old with the new, Edgee helped establish the HCMC Fine Art Museum as a cultural landmark in Saigon.
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