ArtScience Museum in Singapore is a must-see if you’re ever there. It’s located at Marina Bay Sands and is known for its lotus shaped building. Exhibitions are held there that combine the best in art, culture, technology, and science.
The venue opened its doors to visitors in 2011. Since then, it has hosted world-class exhibits that span a wide range of topics, including exhibitions from TeamLab and Leonardo da Vinci, as well as the latest developments in big data, physics and paleontology, and space exploration mysteries.
As its 15th year as one of Singapore’s major cultural institutions approaches, the institution is now reintroducing a new identity. The new identity was designed to coincide with the major exhibition entitled The World is Possible The rebranding is not just cosmetic. This is a statement on the importance of museums in shaping our future.
Facelifts are not enough
This rebrand was built around the convergence principle: that innovative ideas are born when disciplines combine. The concept of convergence has radically shaped the visual language for the entire brand, creating an aesthetic that represents fusion and cooperation.
Project 3 Agency’s creative work is both flexible and consistent, so that it can be used across a wide range of touchpoints, without losing its focus. Many museums find it difficult to achieve, but Project 3 Agency has done it beautifully.
“As a place where art, science, technology and culture intersect, it was imperative that the refreshed ArtScience Museum brand embody a sense of ideas coming together and creating space for new and innovative forms of artistic practice, research, community and culture,” explains Greg Stogdon, creative at Project 3 Agency.
ArtScience Artex is a typeface adapted by Optimo that combines readability and distinctiveness. It reflects the Museum’s forward-looking outlook. A new flexible colour palette is also available, based on core monochromes as well as dynamic palettes derived from exhibitions visuals and works of art.
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A refreshed logo suite is available, with a streamlined symbol and lockups which convey an aggressive and modern look. All of this adds up into a comprehensive visual system that extends across merchandise, exhibition collateral, digital, motion graphics, and wayfinding.
Living identity
Run until February The World is Possible Artists and designers imagine alternate futures. It’s the ideal showcase for the brand new identity.
The principle of convergence can be experienced here. It’s not just a concept written somewhere on the wall. The exhibition features futuristic architecture models and speculative designs that show how science, art and technology can be combined to produce something completely new. This exhibition does not only show the visual identity, but also what convergence actually looks like.
This focus extends beyond the exhibitions. By 2025, it will be a place for more than just exhibitions. It’ll also serve as a forum to have broader discussions about the future. Its design language–built on convergence, intersection and collaboration–reflects that ambition.
“Our new visual identity takes the Museum’s founding spirit of bringing art and science together, giving it fresh expression for today,” Honor Harger is vice president at ArtScience Museum. “At its heart lies the belief that bringing people together at the intersection of art and science opens powerful pathways to explore our shared future.”
Changing times
Rebranding comes at a time when many museums are wondering how they can stay current. AI is expected to revolutionize the creative industries, and climate change will force us to reconsider our lifestyle. Institutions are being pushed to go beyond putting on a show.
ArtScience Museum has a simple answer: double down on its uniqueness. It uses convergence both as a curatorial principle and design principal to imagine new worlds. It’s this approach that has allowed it to remain both a favourite in the local community and an international attraction.
The biggest lesson for creatives is that ambition and authenticity go together. The boldest thing you can do is to refine and clarify what your brand already stands for by using a consistent design language.
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ArtScience Museum’s refreshed brand highlights the ways in which cultural institutions can be more proactive. By asking hard questions, imagining alternative solutions, and leading through the power convergence, the museum’s new branding highlights the importance of stepping up.
Creative Takeaways
What are the key lessons for those who work on branding or identity projects today? These are my personal takeaways.
Embrace convergence. ArtScience Museum has rebranded to show that bringing together different disciplines can create something greater than its individual parts.
Consistency is key. The new design is seamless from the signs in the galleries to the digital platforms. The design is flexible, allowing it to be adapted to various shows while still feeling like a single voice.
Visualize concepts. This principle is reflected in the museum’s exhibitions, and visitors’ experience.