A museum's rebranding initiative brilliantly encapsulates artistic healing.
Quang San Art Museum Unveils New Rebrand
The Quang San Art Museum in Ho Chi Minh City has recently unveiled a new rebrand, designed by M - N Associates. The rebrand, inspired by Vietnam’s rich artistic identity and the concept of “Layers of Contemplation,” reflects the museum's mission to honor Vietnamese fine arts heritage while presenting a modern, cohesive visual identity.
Central to the rebrand is the QSAM logo, which transforms the letter “A” into a rectangular frame symbolizing a blank canvas, a window, or a painting frame. This motif emphasizes the museum’s role as a “frame” for Vietnamese art, balancing surface and structure, edge and expression, allowing the visual identity to echo the experience of viewing art itself.
Supporting design elements include a custom sans-serif typeface, inspired by the museum’s architectural rhythm, embodying clarity, modernity, and subtle expressiveness through brushstroke-like forms and references to the museum’s column facade. An earthy, stripped-back colour palette and layout systems convey calm contemplation and dialogue between historical heritage and contemporary expression.
The brand identity extends across logo, typography, signage, digital presence, and editorial design, creating a timeless, layered visual system celebrating Vietnamese visual heritage in a way both rooted and fresh. The photography used throughout the rebrand features pieces from the Quang San Art Museum’s collection, highlighting the stories to be found within the art.
The rhythm is created through slick motion design, inviting viewers to travel across eras, mediums, and emotional landscapes where each painting becomes its own intimate universe. The rebrand aims to celebrate the experience of art, not just its visual delights.
Presented together, these details form a constellation of perspectives, encouraging viewers to engage emotionally with Vietnam’s artistic evolution. The museum's website captures the same sense of serenity found within its walls, offering an online platform that complements the physical space.
The rebrand marks a significant cultural milestone by seamlessly marrying branding and heritage preservation, presenting the museum not just as a place to view art but as a space to emotionally engage and meditate on Vietnam’s artistic evolution.
- The design of the QSAM logo, symbolizing a blank canvas or a painting frame, represents the museum as a "frame" for Vietnamese art.
- The custom sans-serif typeface, inspired by the museum's architectural rhythm, embodies clarity and modernity.
- An earthy, stripped-back color palette and layout systems are used to convey calm contemplation and dialogue between historical heritage and contemporary expression.
- The brand identity extends across various elements, including logo, typography, signage, digital presence, and editorial design.
- Photography used throughout the rebrand highlights the stories found within the Quang San Art Museum’s collection.
- The rebrand aims to celebrate the experience of art, not just its visual delights, through slick motion design that invites viewers to travel across eras, mediums, and emotional landscapes.
- The museum's website captures the same sense of serenity found within its walls, offering an online platform that complements the physical space.
- The rebrand marks a significant cultural milestone by seamlessly marrying branding and heritage preservation.
- The Quang San Art Museum is not just a place to view art but a space to emotionally engage and meditate on Vietnam’s artistic evolution.
