MICA Art Museum Brand Identity Design

The total investment of Meixihu International Culture and Art Center is 2.8 billion yuan. The project includes a 1,800-seat theater, a 500-seat multifunctional theater and an art gallery, with a total construction area of ​​more than 120,000 square meters. Construction began on October 26, 2012 and took seven years. Designed by Zaha Hadid Architects, the British firm that won the Pritzker Prize, the highest award in the world of architecture, the shape is like a beautiful hibiscus flower blooming on the banks of Meixihu Lake.



In the MICA brand VI visual, 'Deconstruction is not disorder, but a higher order' is an important principle for the construction of the MICA brand visual system. The graphics are also derived from Zaha Hadid's multiple curves, like petals falling into the mirror-like surface of Meixi Lake, stirring up different forms of "ripples" as a concept. For example, standing in the atrium of the museum and looking up or looking down at the building outside the museum, the top glass skylight will present a modular and parametric visual graphic law, which seems to be disorderly interspersed, but is a direct manifestation of a higher sense of order. From this, we constructed a modular splicing order, but continued the auxiliary graphic system of multiple continuous curves, forming the brand VI visual identification system of MICA Meixi Lake Art Museum. We focus on strengthening this characteristic perception, and abstractly deconstruct and reorganize it, so that it presents another sense of order besides disorder. In addition, this set of auxiliary graphics can be arbitrarily divided and combined, enlarged and reduced, further reducing the threshold for the subsequent use of brand visual assets at the operational level.