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To create a branding system for a museum exhibit based around horror movie.
Specifically, I went in the direction of horror movie make-up. The way that they can transform something ordinary into something grotesque and fearsome with the addition of prosthetics and makeup. Dealing, in total with the transformative process. From there, sketches were made and new materials constantly introduced with the settlement becoming that a non-static logo would work best because of the nature of horror films themselves. There is no one genre within horror, so therefore there should not be one single mark to detonate it. Therefore, each mark relates to a sub-genre.
An eye-catching logo with a 3-Dimensional quality due to the use of photography as the base. General reactions tend to gear toward discomfort and disgust, which is the reaction that the movies are generally going for as well.