The client Museum of London Archaeology is the most valuable assets with a rich heritage, born out of the Museum of London’s identity. However it has not changed since 2012 which means it was created before the digital revolution and is no longer flexible enough to support their ambitions for presenting the modern face of archaeology.
In evolving the MOLA brand, they wanted to maintain some heritage elements of their existing logo, whilst contemporising the look and feel, and expanding elements of their identity to respond dynamically across the many touchpoints to use today, particularly online channels and platforms.
The brief outline:
Work with the existing MOLA visual identity and name to modernise the look and feel of the brand.
The refreshed version must include the following attributes:
1) Presents their identity in a more visually impactful way
2) Ensure that the visual identity speaks to their myriad of audiences
3) Be flexible and gives the brand added breadth across digital channels.
The creation of a visual identity which inspires curiosity, provokes a sense of fun, stimulates engagement, is visually interactive, feels fresh and suggests a modern and contemporary approach to archaeology.
I wanted to bring in elements that are playful and vibrancy of colours to archaeology to illustrate the colourful past and future of human history. With my visual and research inspiration learnt from spending time in getting to know archaeologists, I have been Inspired by shapes and fragments of archaeological objects and finds, linking shapes together to unveil the images and stories of the past. With these elements decided to bring it altogether to create a sense of fun that stimulates engagement, interactivity, to inspire curiosity and be flexible to outreach across major audiences that MOLA attracts.