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For the 2024 D&AD Annual, ArtReview’s Director of Digital Louise Benson explores the numerous campaigns and creative work for museums and cultural institutions in the 2024 D&AD Awards. She unpacks how branding plays a key role in museums such as the Victoria and Albert Museum and the Royal Ontario Museum are fulfilling their goals of connecting contemporary and local audiences with their collections. Museums can be intimidating spaces, says Benson. Steeped in the violence of colonial history, weighed down by imposing architecture, and shrouded in often-obscure systems of knowledge, they are political and represent a significant source of soft power for a nation. But some institutions are looking to shake up that perspective. Among others, Benson takes a look at Lafayette American’s rebrand for Toledo Museum of Art, which is a playful exploration of the ongoing reinterpretation spanning from ancient to modern within the institution’s walls. Co-Founder Toby Barlow, explains, “We’re inviting people to interact and engage in a stronger way, taking these elements out of the archive and saying, ‘See what you can do with this. See how it reflects the way you can approach and play with art and the way you can move it around inside your own mind.’” Read the full feature here: https://lnkd.in/ecg8WzZ9 #dandad24 #museumvisit #brandrefresh #branding #brandinginspiration #brandingproject

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