Morphing identity for MCASD separates type like a phone number to help you memorise its name

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Morphing identity for MCASD separates type like a phone number to help you memorise its name


Karen and Masato say this sort of adaptability is another key area on the work: “Once we understood the dynamic and the diverse role MCASD plays on a local level and on a bi-national level, it was very clear that the new identity should not be represented with an overly simplified, single, fixed wordmark, a singular colour, and one single typeface. This kind of singularity approach will not meet the criteria of the museum’s needs and will not sustain in the long run.”

Happening responded by creating colourways as sets; each set draws on MCASD’s two different locations – “one is located in a city and another is on the beach”, says Karen and Masato. The colourways combine ingredients from each of the museum’s surroundings, incorporating green for palm trees and beige and blue from the beach. In the same vein, superfamily fonts (serif, sans, extended, condensed) have been used to allow the museum to have a diverse range of voices for various events and exhibitions.

Robinson appears as the typeface for the MCASD acronym alone. In a brilliant final touch, the uppercase letters S and D have been redrawn to create a unicased MCASD moniker, with the proper stroke weight and structure to match the lowercase M, C and A. In its case study, Happening adds that this technique disables a “typographic hierarchy that uppercase letters have over lowercase”.

Like each individual element on the project, Happening Studio concludes that the final identity can shift from brand-forward to content-forward, presenting an “invisible” container for exhibition content, or adopting a louder brand voice for public-facing uses.



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