네트워크 미술관 브랜딩을 위한 통합 M.I 구축- 서울시립미술관의 통합 M.I 디자인 개발을 중심으로 -

Abstract

Art museums in modern society are based on the essential function and role of talking about culture and art, and go beyond the one-sided curation of the past, that is, the exhibition of incomplete works, and serve as open cultural spaces and public places where many visitors can interact. It is changing. In other words, its role as a platform to meet and communicate with visitors from various angles is becoming more critical, and many art museums at home and abroad are emphasizing the importance of the system and elements necessary for branding, as well as the system that must be established as a brand. The Seoul Museum of Art, which is covered in this project, is also a public art museum representing the city of Seoul. It opened in 1988 and has a history of over 35 years. It has ten museums with different functions and roles in dispersed areas of downtown Seoul for diverse cultural communication. We aim to become the world's only network art museum system with branch facilities; branding is necessary for this. For the integrated M.I., the core standard for this branding is a graphic motif derived from historical heritage, a modular system containing the network museum's unique functional and role characteristics, and a symbol composed based on these two elements. We established a design methodology for the entire process, including developing a mark-centered, flexible identity. This project seeks to present branding that responds to the changing paradigm of art museums through the integrated M.I. development process, design methodology, and results.