Laxart Museum (Transmedia Rebranding) by Young Joo Tak
2013 - 2014, Platinum A' Advertising, Marketing and Communication Design Award Winner
Mark is dynamic system that’s flexible enough to exist in multiple context and still be interesting. Process is that singular concept or idea and articulated through form in many different ways so that mark not only becomes container for content but also plays notion of Los Angeles being center point for all these different cultures and people, so that intersection is defined in exoskeleton of X.
LAXART is a museum that brings LA artists and artworks based on LA into one space. The new LAXART logo celebrates the life found beating throughout the city through its multiple colors and layers of X-shaped lines. The colors and X's build on each other to represent the diversity found in Los Angeles. The logo can also adapt to a variety of surfaces and mediums, subtly shifting from print, to web, and other interactive environments to accommodate to a continually shifting city.
Design Challenges
The goal of LAXART is rebranding the museum's identity as well as the graphic design identity. Transmedia rebranding design for LAXART museum is a project to engage the millennial generation and develop design solutions while experimenting with a wide range of media including print campaigns, product packaging, book and magazine layouts, interactive communication, website, media art, 3D graphics, virtual environments and creation of graphic identities and branded experiences.
Production Technology
As David Mocarski, Chair of Art Center College of Design put, “Environmental Design is a human-centered discipline that is focused on the design of a user’s total experience. We span the creative environment between spatial, object and emotional communication.” Transmedia design is approach to communication design that underscores designers to develop a broad range of skillets in order to communicate through both traditional and emerging media in a very seamless way. Inherent in this approach is a firm understanding of the unique opportunities and characteristics of each media type ranging from the materiality of print-based communications to the dimensionality of the environmental design, to the dynamics of network interactions, and to the glowing subsidiaries the screen. Transmedia design focuses on the design of the total spatial experience—from the first moment of encounter to the last moment of interaction. The strength of a project’s message is based on the power of the story content and context that it defines, the interaction it creates, and the emotional interface that it accomplishes. Transmedia storytelling is a new form of art, where unique pieces of narrative content are designed to simultaneously unfold in non-linear arcs across multiple platforms using digital technologies. It mixes traditional media arts with performance-based arts, and game systems that provide structure and rules for play. I believe branding also affects product, creates language, gives life to the design, interacts with brand, adds values to product, and keeps brand equity. My goal as a designer is to inspire innovation, pursue perfect quality, consider the future, universal sensibility, wow factor, and leg up with competition. Branding is simple organization to make brand memorable. My sensitivity to how color can be applied to a form, how materials affect the perceived quality and how a finish can boost the overall essence of a product.
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