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We have been invited to pitch for the new brand identity of the Musée cantonal des Beaux-Arts in Lausanne – MCBA. For the new museum, designed by Barozzi Veiga, we proposed a strong and flexible system focused on the word Lausanne and condensed into a symbol, the letter L. The new symbol creates a flexible and timeless identity able to comunicate the three different collections of the museum: Antique, Modern and Contemporary Art and the different museum departments, from the bar to the children playroom. The modularity of the system, the use of full bleed images and the shifting color palette create a clear and inclusive visual identity. A simple solution which aims to transform the complexity of the institution into an iconic and memorable way to communicate.

Building photographs: Simon Menges