The Museum SAN (SPACE, ART, and NATURE) is a distinguished institution situated in Oak Valley, nestled in the mountains of Wonju, South Korea. It was masterfully crafted by renowned Japanese architect Tadao Ando and is currently overseen by the Hansol Cultural Foundation. Ando's design embodies a profound appreciation for the exquisite natural environment and aims to unify art, architecture, and the surrounding landscape. The museum encompasses several key areas, including a welcome center, flower garden, water garden, meditation hall, stone garden, main building, and James Turrell exhibition hall. Its core mission centers on the intersection between art and nature, and it strives to create a memorable and immersive experience for all visitors with its slogan, "disconnect to connect." In pursuit of a more comprehensive identity system that can adapt to various media platforms and resonate with a global audience, I sought to rebrand the museum. My vision for the rebranding incorporates the museum's hallmark minimalistic aesthetic and the awe-inspiring beauty of its architecture.
The rebranding of MSAN involved designing a new typeface, logo, poster, and website, all while emphasizing simplicity, negative space, and modernity. The inspiration for the design elements was drawn from the museum's architecture and its visionary architect, Tadao Ando. Specifically, Ando's use of exposed concrete panels served as the main inspiration for the visual elements. The design team incorporated dots, lines, and grids to create a cohesive identity system that spans across all project components. Throughout the process, the team maintained the simplicity and modernity of the design, utilizing lines and dot graphic elements to emphasize various information and concepts associated with the museum.
During this project, I gained a valuable lesson that inspiration can stem not only from the main subject matter but also from the intricate details of the institute. This approach enabled me to develop a well-defined identity system that is reflective of the museum's essence. The rebranding effectively captures the unique ambiance of the museum and conveys it through its modern and simplistic design. I am confident that this new identity will have a long-lasting impact and will be easily recognizable by both local and global audiences.