grammy museum rebrand
Before the Spring '17 term at ArtCenter started, I had gone to the Grammy Museum to absorb as much of their Ramones exhibit as I could before it had closed. While walking around the museum I noticed how out of place the exhibit this exhibit had been. The Ramones had never won a Grammy while they were active, yet here they were, surrounded by exhibits about Grammy winners who were infinitely more commercially successful than they had ever been.
It seemed like The Grammy Museum was starting to go into a different direction.
Sometimes the logomark is on top, sometimes it's on the bottom. Sometimes the logomark and logotype are together, sometimes they appear completely spread apart. The logomark, based on the loudspeaker symbol that is commonly used in electrical diagrams, is so bold that it can easily stand on its own. It also echoes the bell of a gramophone's shape, which has been long associated with the Grammy brand.
Akzidenz Grotesk Regular and Bold make up the logotype, which only appears in the same stacked orientation.
The purpose of this rebrand is to turn the Grammy Museum, which has primarily celebrated achievements of past winners, into an institution that examines the cultures that musical movements emerge from. I chose to start the new direction for this institution by highlighting the legacy of Manchester, England's music scene from 1976 to 1996.
The Grammy Center's debut exhibit on the vibrant musical history of Manchester, England, and the logo is a reflection of that. The overlapping yellow and black horizontal bars and diagonals referenced the patterns associated with the legendary Hacienda nightclub.
To promote the new exhibit, a series of posters depicting featured bands would be prominently displayed all over los Angeles.
It's an exhibit about music in Manchester in L.A., so yeah, there will be lamp post banners with a Smiths-era Morrissey to promote it. And, of course, there would also need to be promotional banners that feature one of the most important post-punk bands ever.
More Morrissey for billboard ads? Yes, of course!
Since the vinyl format is now more popular than it has been in decades, it made sense to have a compilation LP be a part of the exhibit.
Inspired by booklets that I've received upon entering various music festivals, I created a booklet to highlight the features of the exhibit.
The mobile app for the exhibit highlighted the featured bands and also contained a drum machine based on New Order, a notable Manchester band.