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When creating a direction for the museum’s brand, the widely used abbreviation and roman numeral combination WWII is the most iconic direction. Also, a conceptual take on this word mark would focus more on the core values found deep within this museum, making it a more unique mark to the museum itself. The heavy solid shape of the simple WWII wordmark gave it a bold form, representing courage and strength. Within the mark one can see freedom in the wing-like serifs, sacrifice in the sharp lines, and unity within the corresponding forms and angles.
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The wordmark itself is not the only contributing factor to why this branding direction is effective and unique. The high-contrasting color palette provides the perfect amount of contrast to compete with surrounding competitive materials and branding. The era-driven typeface and practical design cues create a brand experience that is not only reminiscent of the museums focused era, but also appropriate within current branding of similar museums.
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In a more practical sense, the mark and branding direction creates a utilitarian experience reminiscent of the 1940’s war era, while still showing the beautiful contemporary side of the museum’s structure and exhibitions. This combination of past-utilitarian and modern-contemporary creates an attraction to both the young and the old key demographics. This combination also creates a system that is competitive and unique to the surrounding museums within the United States.
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