Singapore Art Museum Branding by Tay Yee Dang

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DESIGN DETAILS
DESIGN NAME:
Singapore Art Museum

PRIMARY FUNCTION:
Branding

INSPIRATION:
The inspiration came from my childhood memory when I used to connect lines between the two numbers step by step in order to reveal the image as a whole. By connecting the number dots, it helped me to develop not only my technical skills, but also imagination as I see the overall image and how it could be achieved through just a simple way of connecting the two dots.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The concept for the branding is to help the people to discover their inner artist by encouraging them to interact with various brand materials and see how creative expression can be for everyone, in order to help them to discover and build their child-like curiosity and interest for creative experimentation and art.

OPERATION / FLOW / INTERACTION:
The audience can just simply grabs a marker pen prepared at art museum for example and draws on top of the dot matrix grid with whatever artwork they desire, as long as the grid has no pre-design or pre-illustrated artwork on it.

PROJECT DURATION AND LOCATION:
The project started in January 2016 and finished in June 2016 in Singapore.

FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design

PRODUCTION / REALIZATION TECHNOLOGY:
For some brand products such as calendar and table, acrylics are pasted on top of them so that the audiences can illustrate on them and erase them later. The acrylic for the table is set more as an example. It is better to use a transparent heavy glass since it can stay still and firm on the table for actual production.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The only ink required for all printing except catalogue is black. The rest of them are colored papers, which saves the production cost greatly for offset printing.

TAGS:
minimalistic, interactivity, singapore, art, museum, conceptual,

RESEARCH ABSTRACT:
People often view art gallery as high brow and think that art and creativity are only reserved for the artist, designer, illustrator, and crafter. While the truth is that it is actually open and free for everyone to participate, enjoy, explore, and grow. Everyone has an innate art in them, but it takes practices to discover and build their innate art.

CHALLENGE:
The challenge is to incorporate the interactivity part into the design, coming out with ideas of how the audiences can interact with it. It is important to make it visually pleasing while simplifying the design also in order to give them the space to interact and complete some of the design pieces with their own artworks. And also to make sure that overall identity system is flexible yet recognizable.

ADDED DATE:
2016-06-24 10:20:09

TEAM MEMBERS (1) :


IMAGE CREDITS:
Image #1–5: Creator Tay Yee Dang, SAM Rebranding, 2016

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CLIENT/STUDIO/BRAND DETAILS
NAME:
Singapore Art Museum

PROFILE:
Singapore Art Museum focuses on international art practices specializing in South-east and Asian art. It aims to inspire and expand public's aesthetic, cultural, and visual awareness through contemporary art exhibition and education.

NOMINATION DETAILS

Singapore Art Museum Branding by Tay Yee Dang is a Nominee in Graphics and Visual Communication Design Category.

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AWARD DETAILS

Singapore Art Museum Branding by Tay Yee Dang is Winner in Graphics and Visual Communication Design Category, 2016 - 2017.



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