The Jewish Museum London Design & Branding THE JEWISH MUSEUM LONDON by Fitch

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Industry Museums & Libraries
Media Design & Branding
Market United Kingdom
Agency Fitch
Creative Director David Roberts
Designer Ben Miles, Thomas Hutchings
Released March 2010

Credits & Description

Category: Logo Design
Product/Service: MUSEUM
Agency: FITCH
Date of First Appearance: Mar 17 2010
Entrant Company: FITCH, London, UNITED KINGDOM
Creative Director: David Roberts (FITCH)
Designer: Ben Miles (FITCH)
Designer: Thomas Hutchings (FITCH)
Media placement: The Jewish Museum Visual Identity - Web, Poster, Brand Collateral - 17th March 2010 (Ongoing)

Describe the brief from the client
Building on a 75-year history of exploring and preserving Jewish heritage, the Jewish Museum invested £9 million to develop its flagship site in London. It aspires to create a world-class museum that will engage new audiences through changing exhibitions, lively public programming and outreach schemes. As part of this initiative we were appointed to create the Jewish Museum’s new brand identity.

Describe the challenges and key objectives
In a city with an already crowded arts and cultural landscape, we quickly came to understand that the challenge the Jewish Museum faced in overcoming the barriers that deterred new visitors was in changing perceptions and challenging assumptions. To attract new audiences, we needed to communicate through the new brand identity that the museum was not solely for the Jewish community living in London, but open, interesting and relevant to all, regardless of their race, religion or culture.

Describe how you arrived at the final design
We have addressed this challenge by working closely with the trustees, employees and volunteers from the Jewish Museum to arrive at a creative thought to inform our design response. Our creative thought, ‘Culture Alive’, was derived from the desire of museum staff to ensure that all the diverse aspects of Jewish culture, heritage and identity should be celebrated now and in the future in an accessible and compelling way for all. ‘Culture Alive’ enables the Jewish Museum to show that it is bold and open-minded whilst possessing an uplifting voice that is optimistic and expert.

Give some indication of how successful the outcome was in the market
We are unable to establish visitor figures and financial information but The Jewish Museum has become a popular visitor attraction, engaging new audiences with exciting changing exhibitions including 'Sharman Kadish - The Synagogues of Britain and Ireland' and 'Entertaining the Nation: British Jews and Show business'.

The new logo communicates The Jewish Museum provides an exciting and lively environment that is open, interesting and relevant to all regardless of their race, religion or culture.