Branding
Identity
My brief in this project was to create a museum surrounding the theme of the surreal that would exist in the Toast Rack building in Fallowfield, Manchester. My museum functions as a space to learn about dreaming and the subconscious, as well as an exhibition area for surreal arts.
I designed my logo roughly around the shapes of The Toast Rack building, using four arches to create abstract representations of the letters TTR. I aimed to create a chunky, bold logo to demonstrate the brand’s philosophy of “taking up space” and being unafraid to create. I also liked the idea of being able to use it as a container for the art the museum may promote.
I chose four colours for The Toast Rack brand to reference the four stages of sleep. I wanted to use bright colours to highlight the playfulness of TTR, as well as relate to the psychedelic nature of dreaming. I also tried to use colours that are sometimes present in phosphenes.
I picked a variable typeface for my headings to push the idea of the surreal and the warping of reality.