Case Study
MUSEUM OF THE WHITE MOUNTAINS
BRAND IDENTITY
/ OVERVIEW
Museum of the White Mountains engages the Plymouth State University community and the broader public in conversations about the cultural, artistic, and environmental legacies of the White Mountains and Lakes regions of New Hampshire. The museum explores the region’s past, present, and future through high-quality exhibitions, interdisciplinary educational programming, and stewardship of collections.
BRAND IDENTITY
BRAND GUIDE
CHALLENGE
The Museum of the White Mountains, which opened in 2013, needed to update its decade-old logo as it entered a new era. The reasons for the new logo were as follows:
Generic Image: The old logo featured a generic image of mountains, lacking uniqueness and specific connection to the museum.
Disconnection: The name and the mountain image appeared entirely separate, failing to convey a cohesive identity.
Emphasis: The word "Museum" was emphasized over the full name "Museum of the White Mountains," which detracted from brand recognition.
Design Style: The old logo's half-tone style was outdated and did not translate well across different media.
Versatility: The old logo lacked versatility, making it ineffective in various contexts and formats.
Disconnection: The name and the mountain image appeared entirely separate, failing to convey a cohesive identity.
Emphasis: The word "Museum" was emphasized over the full name "Museum of the White Mountains," which detracted from brand recognition.
Design Style: The old logo's half-tone style was outdated and did not translate well across different media.
Versatility: The old logo lacked versatility, making it ineffective in various contexts and formats.
APPROACH
To address this, a new logo with multiple color variations was designed, aligning with the university's palette. The clip art was replaced with a stylized mountain range and the museum's initials, MWM, ensuring adaptability in various layouts. Additionally, the emphasis on "MUSEUM" in the old logo was revised to highlight the White Mountain region using the versatile font.
LOGO
Old Logo
New Logo
Secondary Logos
VISUAL LANGUAGE
Color Palette
