Musee Mecanique
Museum Rebrand

a rebranding project for an antique penny arcade museum located in San Fransisco, California.

Why a rebrand is necessary?

Based on our research, there is an inconsistent branding structure within the museum. While the branding structure weakens the overall design theme, we feel the museum’s strengths lie in the machines they house. The unique design motif of these machines provides an opportunity to use classic Americana design in a way that is refined for a modern audience.

Therefore, we know the design rebrand must be directed towards the late teens and early 20s demographic, who would be interested in this unique experience. This is an interactive experience primarily focused on tactile feel and expertly crafted machinery; they are an attraction of their time, and show the history of arcade games in a unique and visceral way.

Deliverables

I was tasked with curating the typefaces for the rebrand, conducting research, and implementing an updated wayfinding system in the museum, as well as developing a unique punch card for visitors to use when playing with the coin-operated machines. The other deliverables build upon the chance for modernity among the youth with updated posters, logomark, merch, and a website for visitors.

Branding Guidelines

Dive into the fine details behind the Musee Mecanique rebrand. Each page of the branding guidelines demonstrates how each element of the branding system (typography, color palette, etc.) is to be used. The branding guidelines also take into consideration the visual restrictions for the audience.

Process

We wanted to use type reminiscent of woodblock type but showing signs of modernity, and use textures such as halftone and risograph textures to give the design a more vintage mood while retaining modern aspects. We also wanted to make use of a color scheme that is saturated to show how fun and entertaining the museum is. Moreover, we sought patterns seen in the museum, as well as playful illustrations, to accompany the merchandise.

What I Learned

I gained the perspective on how many facets go into the building of a brand, and the amount of detail that goes into a rebrand. The need for a direct point of focus is a necessity to move along in the rebranding process. Also, paying homage to the family-owned and operated museum was another strong consideration.

Another thing our group had to keep in mind was the deadline for this rebrand, with just under a month to complete. It was imperative to have a strong scope of work and task schedule readily available for all group members. The rebranding process provides a rewarding outcome that adheres to the past but looks to the future.