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We were 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 communicate the three different collections of the museum: Antique, Modern and Contemporary Art – as well as the different museum departments, from the bar to the children’s playroom. The modularity of the system, the use of full bleed images and the shifting colour palette create a clear and inclusive visual identity. A simple solution that transforms the institution’s identity from complex to iconic and memorable.

Building photographs: Simon Menges