MMAC

Dec 2019

The brand identity project for the Museo Morelense de Arte Contemporáneo Juan Soriano (MMAC) stands as a masterclass in institutional design, balancing the rigid requirements of wayfinding with an approachable, contemporary visual language. Developed by the team at Sociedad Anonima, the identity leans into a bold, minimalist aesthetic that anchors the museum's complex architectural forms. By leveraging a high-contrast palette of vibrant yellow and stark black, the designers have created a versatile system that thrives across disparate mediums, from large-scale exterior signage and architectural wayfinding to delicate stationery and exhibition catalogs. The work makes expert use of strong typography, employing a sans-serif and stencil-based system that remains consistent whether applied to polished stone walls or matte-textured paper stocks. Through a cinematic approach to documentation, the project showcases the identity in natural light, emphasizing how the clean geometric layouts interact with the museum's modern concrete structures and lush surrounding foliage. The design strategy successfully facilitates navigation while reflecting the institution's role as a living cultural space. By integrating live-action techniques—such as subtle slow-motion captures of daily museum life—the identity feels grounded, functional, and deeply embedded within the architectural environment. This comprehensive design solution demonstrates how rigorous graphic standards can elevate the visitor experience, transforming administrative information into a cohesive, tactile extension of the museum's artistic vision.

Commercial