Brand Strategy in the Visual Identity of Tehran Museums

Document Type : Research Article

Authors

1 MA. Faculty of Visual Communication, Faculty of Arts, Alzahra University, Tehran, Iran.

2 Faculty member, Department of Graphic Design, Faculty of Art, Alzahra University, Tehran, Iran.

Abstract

Abstract
Problem statement: Museums are among the most valuable places in the world. Tehran has rich historical, cultural, scientific, entertainment and tourism museums. Determining the visual identity strategy of museums is the responsibility of graphic designers. Using communication and advertising tools, the graphic design of museums is done by displaying visual information in the forms of visual identity design and environmental graphic design. The research in this field has mostly focused on the area of museum marketing and the study of environmental graphics. Studying the brand strategy in the visual identity of museums, this research analyzed the data gathered from several samples of the study in Tehran and around the world.
Research objective: is to study those samples qualitatively and help develop strategic solutions in graphic design for cultural and touristic places such as museums in Tehran. The current research attempted to answer the following questions: What are the characteristics of the visual identity in Tehran museums from the graphic design perspective? And what strategies have Tehran museums applied for their visual identity?
Research method: This study used library and documentary sources and employed the descriptive-analytical method to comparatively study the examples of visual identity in Tehran museums.
Conclusion: In designing its visual identity, Tehran museums have used the following strategies: using the main brand name, using the image of the museum building, using typography in the design of the museum logo, distinguishing and adhering to the principles of service design, the national approach, and being inspired by tradition. Also, from the graphic design point of view, Tehran museums have followed the logo guide rules and have used unique typefaces and briefcases for the visual identity of their brand.
This research shows the importance of formulating, planning, and implementing a comprehensive strategy toward the integration of visual identity design in Tehran museums.

Keywords

References

Erelhoff, M. & Marshall, T. (2018). Encyclopedia of Design (M. Mohammadi, Trans.). Tehran: Meshki. [in Persian]
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Lafort, S. (2016). Brand Management (M. Jalali & M.  Hasaninejad, Trans.). Tehran: Siteh. [in Persian]
Mansourzadeh, Y. & Hatami, A. (2016). Fundamentals of Museology. Tehran: SAMT, Humanities Research and Development Institute, National Museum of Science and Technology.
 Mohammadian, M. & Asgari Dehabadi, H. (2012). Museum Marketing, Strategy, and Techniques. Tehran: Mehraban.
The Monthly Scientific Journal of Bagh-e Nazar
Volume 20, Issue 121
July 2023
Pages 5-20

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