Museu Do Feio (Brand Identity Book)

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MUSEU DO FEIO

Brand Identity Book

Museu do feio (museum of the ugly, in english) is a fictional museum created randomly for an academic proposal. The museum is a contemporary art space that exhibits pieces from the most varied artistic strands, leaving the viewer to question whether the object/work is ugly. Being ugly or beautiful is only related to the gaze of each individual's thought and as such the museum of the ugly comes to question and intrigue those who still see art as synonymous with classic beauty. This objective of raising awareness and questioning the public is the main objective of this project, hence the predominance of contemporary art in the space and of so-called “controversial” artists or with more contemporary works and artistic styles that move away from the classical idea of a museum. The museum is located in Portugal, in the city of Porto.

Images by Ana Mendieta

THE MASK

The concept for creating the graphic identity of the museu do feio came from the museum's objective, questioning, intriguing and environmental. Since this is a museum that intends to intrigue and question, the use of an element of surprise also comes in, which hides and creates suspense and intrigue. For this, the idea of using the mask arose immediately, since the beginning of time the mask has been used to hide identity, to provoke mystery, the feeling of restlessness and also represent another “me”. The basis of thought followed with the choice of a mask and the answer to that question was a very simple question "which is the most classic mask of all?" and the answer that would come to make the graphic identity of this project emerges, a perforated paper bag. The concept of the paper bag with two holes in the eyes is something very classic, urban simple and easy to understand in the four corners of the world, and the message of mask, intrigue and mystery is easily communicated.