MUSEUM OF TOMORROW - identity

creative director of Visual Identity and branding

LOCATION:  Rio de Janeiro, Brazil. 

DURATION: Permanent exhibition. Opened on December 19, 2015. 

VISITORS: 500,000 people in first 5 months.

CLIENT: Roberto Marinho Foundation.

ROLE: I was the creative direction of the museum's identity and branding, and led the team through concept, design and implementation, The project was developed by ORB, a studio which I founded and am the creative director.

TEAM: Sean Callen: senior graphic design and art direction / Coca Albers: graphic design.

Given that the museum's name and content is about the future, it was essential not to have a futuristic visual identity that could easily become dated after its opening. The concept and overall design was conceived as timeless and classic but also with a strong and elegant presence. 

Inspired by an iris, the logo radiates multicolor layered rays from a circular black center. This contrast gives the illusion that the logo is pulsing and alive creating a sense of wonder and inspiration when looking to the future. The typography is Caliber; the same used we used in the building signage and the permanent exhibition. The 14 colors used in the logo translate into specific content areas in the museum and communication materials. 

We also designed a series of branding materials which use a crop of the logo to give a more Brazilian and tropical feel, detailed the uniforms for all museum staff as well as letterhead, business cards, brochures and tickets.