Reimagining a static historical archive as a living cultural institution, balancing the weight of revolutionary history with space for dialogue and learning.
Concept
Researched the museum's mission, audience, and history to find a visual direction rooted in its values – pillars the system would work to uphold.
Resistance.
Discovery.
Connection.
Sketches
Worked through letterforms and abstract symbols by hand. Testing how far a mark could be reduced while still carrying weight.
Process
Translating the geometry of a tank tread into a single, repeatable form. Reduced until the tread became a mark, and the mark became a letter.
One Mark, Three References
A minimalist read of tank tread – the same form doubling as an M for Museo, and multiplying into the shape of the Cuban flag.
Color
Drawn from the Cuban flag and revolutionary history. Red for resistance, blue for depth, olive for history, ivory for exploration.
Typography
Paired a grotesque for momentum with a serif for authority, balancing the weight of history with a push toward dialogue.
Final Logomarks & Wordmarks
Variation 1
Variation 2
Reducible to a single chevron, expandable into a full flag-like pattern. Built to scale from a lapel pin to a building facade.
Deliverables
Extended the identity across signage, merchandise, campaign banners, and digital touchpoints, showing how the system holds up in the physical spaces of Havana.