The Private Museum

Holistic brand identity overhaul for The Private Museum Singapore, coinciding with the museum’s relocation to its new premises in a heritage building at 11 Upper Wilkie Road. Co-created through extensive workshopping and public-facing activations, the refreshed logomark and slogan lead a thorough revamp of the museum’s touchpoints, with the aim of underscoring its ethos of hospitality and bridging the private and public. Year: 2023
Client: The Private Museum Singapore
Completed at Currency
Signage and wayfinding in collaboration with WOHA

Making a mark

A suite of precisely constructed logomarks scale adaptively to meet the needs of signage, print, social media and publications, while a motion-based slogan identifier adds impact and consistency to the museum’s diverse exhibition marketing output.

Setting the tone

Typographic and tonal guidelines establish a consistent and hospitable voice for the museum. The type system extends to exhibition texts and wayfinding signage, building a solid and familiar basis which is complemented by typographic experimentation and variation in exhibition visuals.

An expanding system

Thorough guidelines ensure that the brand’s integrity is safeguarded, templatising diverse stationery and social media formats while providing impetus for further innovation and expansion in areas like merchandise.