Museum of American Folk Art:
MUSEUM OF AMerican FOLK ART
A full brand concept for a folk art museum and cultural center with a focus on redefining the narrative of what an art institution can be.
Project Brief:
PUBLISHED:
MAY 2024
Project Team:
Matt Vogel
This brand system was designed around the concept for a museum that breaks outside of the confinement of typical fine arts institutions and embraces the more authentic nature of the folk art it aims to share with its community.
MOAFA uses colors from the vibrant palettes typically seen in a lot of American folk art, circular graphic elements representing the different mediums used, and a custom font that pays tribute to hand drawn/cut lettering.
LOGO & COLORS
The primary and secondary logo lockups consist of the main MOAFA wordmark which can also be paired alongside the extended name. The "O" in MOAFA is also a part of a variable set that can be interchanged with other textural designs which symbolize the different mediums used in folk art.
The different "O" variations used within the brand system include: acrylic paint, cut paper, embroidery floss, pastels, and crayon textures.
Typography &
Custom Typeface
To distance MOAFA from the more typical prestigious art institutions, the typography system was designed using fonts that maintain a simple but playful nature. The primary typefaces used are Wotfard Bold, Medium, and Regular. Additionally, a custom brand font was designed to resemble the lettering made by folk artist themselves.
Posters
The main poster design system focuses on putting artist work front and center. highlighting the many different mediums used. These works can also break beyond the barriers of the main textured circular graphic elements used throughout the brand. In cases where there is no artwork shown, the custom brand font becomes the artwork itself.
Stationary &
Printed Materials
Other usages of the brand system include physically cut out "O"s seen in the museum guidebook, and unique hand lettering or folk artwork on merchandise such as tote bags.
Social Media & Website
