Perth Museum
Gold Award
Images
Videos
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Category
Brand Identity - Civic
Company
Tangent
Client
Culture Perth & Kinross
Perth Museum
Summary
Perth Museum: The Home of Destiny
Perth Museum is a new heritage attraction opening in the heart of Scotland’s ancient capital. The £27 million redevelopment brings home The Stone of Destiny, an artefact steeped in Scottish history, after centuries away from Perthshire.
Tangent was commissioned by Culture Perth and Kinross to develop a brand and website which could change perspectives of the area, helping Perth become more widely recognised as an important cultural destination. We were impressed by the client’s vision for the Museum, and interested in the challenge of creating a brand identity that expressed a more contemporary understanding of what a museum can be and who it can speak to.
We’re excited by projects which want to change things, to challenge how people see and experience the world around them. Museums are gatekeepers of our historical and cultural understanding, and how our stories are told, in what context, and from what perspective — these things really matter.
The Stone of Destiny’s significance posed a particular challenge: how to foreground the Museum’s ancient star attraction while avoiding typical heritage tropes. The Stone’s mystique was an important consideration. We wanted to both show and hide the Stone at the same time — it’s an important object but not too many people have seen it, in person or in pictures, and so we decided to use its form without giving the game away. Similarly, in a time when everything is instantly available online, we wanted to hint at the wider exhibits without showing them directly; to give audiences something to think about, something to wonder about and want to visit for themselves.
Colour, type and messaging establish the Museum as vibrant and modern while retaining credibility. The bold, wide-ranging palette includes bright contemporary colours balanced with earthy and natural tones referencing the beautiful local landscape. The bespoke headline typeface, Carnyx PM, was developed by typographer Leo Philp, taking visual cues from some of the oldest surviving examples of letterform. Sharp, exaggerated strokes reference the skill of stone-cutters, tempered with soft curves to bring a sense of warmth, wear, and history.
‘The Home of Destiny’ tagline lends the museum an almost-mythic air while clearly signposting the venue’s star attraction. Headline messaging offers broad, intriguing glimpses of the often unknown stories of Perthshire, giving visitors reasons to be curious about the important contribution the area has made to Scotland’s history over the centuries.
Perth Museum is a new heritage attraction opening in the heart of Scotland’s ancient capital. The £27 million redevelopment brings home The Stone of Destiny, an artefact steeped in Scottish history, after centuries away from Perthshire.
Tangent was commissioned by Culture Perth and Kinross to develop a brand and website which could change perspectives of the area, helping Perth become more widely recognised as an important cultural destination. We were impressed by the client’s vision for the Museum, and interested in the challenge of creating a brand identity that expressed a more contemporary understanding of what a museum can be and who it can speak to.
We’re excited by projects which want to change things, to challenge how people see and experience the world around them. Museums are gatekeepers of our historical and cultural understanding, and how our stories are told, in what context, and from what perspective — these things really matter.
The Stone of Destiny’s significance posed a particular challenge: how to foreground the Museum’s ancient star attraction while avoiding typical heritage tropes. The Stone’s mystique was an important consideration. We wanted to both show and hide the Stone at the same time — it’s an important object but not too many people have seen it, in person or in pictures, and so we decided to use its form without giving the game away. Similarly, in a time when everything is instantly available online, we wanted to hint at the wider exhibits without showing them directly; to give audiences something to think about, something to wonder about and want to visit for themselves.
Colour, type and messaging establish the Museum as vibrant and modern while retaining credibility. The bold, wide-ranging palette includes bright contemporary colours balanced with earthy and natural tones referencing the beautiful local landscape. The bespoke headline typeface, Carnyx PM, was developed by typographer Leo Philp, taking visual cues from some of the oldest surviving examples of letterform. Sharp, exaggerated strokes reference the skill of stone-cutters, tempered with soft curves to bring a sense of warmth, wear, and history.
‘The Home of Destiny’ tagline lends the museum an almost-mythic air while clearly signposting the venue’s star attraction. Headline messaging offers broad, intriguing glimpses of the often unknown stories of Perthshire, giving visitors reasons to be curious about the important contribution the area has made to Scotland’s history over the centuries.